The International Tennis Federation (ITF) has extended its Davis Cup sponsorship agreement with online sportsbook and casino Stake.
Under this agreement, Stake will remain the sponsor of the Davis Cup until the end of the 2026 season. The ITF has added that Stake’s branding will feature courtside at Davis Cup, as well as sponsored content on the competition’s social media.
Sponsored content being included in the deal with Stake will undoubtedly play to the gambling company’s strengths, as it is often regarded as one of the most innovative digital brands in its industry.
Tennis fans may have already seen the collaboration, following the start of the Davis Cup on 27 January. The tournament includes 38 ties taking place before a nation is crowned world champion at the 2025 Davis Cup Finals in Bologna, Italy in November.
David Haggerty, President of ITF, said: “We are pleased to continue our relationship with Stake after a successful year in 2024. We thank Stake for their support of our competition and look forward to working with them at David Cup ties and events throughout the next two seasons.”
As mentioned above, Stake has presented itself as a leader in marketing and a large part of this strategy has involved partnering with celebrities, athletes and large sporting organisations.
Currently, Stake’s sponsorship portfolio features the Stake F1 team, Everton Football Club and the Ultimate Fighting Championship (UFC). In terms of individuals, the brand has worked with former footballer Sergio Aguero and Canadian rapper Drake.
Akhil Sarin, Chief Marketing Officer for Stake, commented: “This partnership renewal isn’t just about extending an agreement; it’s a testament to our shared vision and successful collaboration we built together.
“Stake’s continued support of the Davis Cup demonstrates its commitment to delivering an excellent tennis experience and building an engaged tennis community. We’re excited to see what we can accomplish together in this next chapter.”
Sportradar, a sports tech company, helped facilitate the agreement between the ITF and Stake. The tennis organisation has worked with Sportradar in the past, signing a deal in 2021 that focused on protecting the integrity of the sport.