The formation of a new partnership between the governing body of men’s tennis and Saudi Arabia’s Public Investment Fund has been met with optimism and caution from two former No.1 players.
On Wednesday the ATP announced a multi-year deal with the PIF which includes the naming rights for their ranking system. Under the agreement, the fund will also partner with ATP Tour events in Indian Wells, Miami, Madrid, Beijing and the ATP Finals, in addition to the Next Gen ATP Finals, hosted in Jeddah until 2027. It is understood that they will take over the courtside branding. No financial details have been publically announced but The Telegraph newspaper estimates it to be a ‘low seven-figure’ amount.
In a press release, the PIF is set to also ‘actively contribute to ATP’s OneVision Strategic Plan.’ A plan that was first set out in 2020 to help revolutionize the sport and increase its appeal to fans around the world.
“Our strategic partnership with PIF marks a major moment for tennis. It’s a shared commitment to propel the future of the sport. With PIF’s dedication to the next generation – fostering innovation and creating opportunities for all – the stage is set for a transformative new period of progress.” ATP CEO Massimo Calvelli commented on the new deal.
The Saudi PIF was created in 1971 so that the country could invest in numerous activities. As of July 2023, its value was estimated to be more than £500bn. In recent years they have invested heavily in sports with tennis being their latest target. However, critics accuse Saudi Arabia of using these investments to improve its image which has been tarnished by concerns over human rights violations. A process which is known better as sportswashing.
Daniil Medvedev has previously played an event in the Middle Eastern nation and has signed on to play at their next multi-million dollar tennis exhibition, the King Six Slam, which will take place in October.
“I think if we can make tennis bigger as a sport, more interesting for people, have more coverage, just in general more people will know tennis, who tennis players are,” Medvedev said following his second round win at the Dubai Tennis Championships on Wednesday.
“I think it’s going to be good.”
However, Andy Murray is more cautious about the development. Also speaking to reporters in Dubai, the three-time Grand Slam winner says there is yet to be any clarity given on how the development will impact lower-level players and tournaments on the Tour.
“I don’t know exactly what it means by sponsoring the events. I don’t know what that will look like,” said Murray.
“One of my concerns is obviously actually more about the investment in lower levels of the game and the grassroots of the sport. I think that’s extremely important.”
Mohamed AlSayyad, who is Head of the Corporate Brand at PIF, says the partnership will incorporate their four sponsorship pillars which are inclusivity, sustainability, youth and technology. The inclusivity pillar is of particular interest. Whilst Saudi Arabia has hit back at those who have criticised their women’s rights record, they have stayed largely silent when concerns about the LGBT community have been raised. Same-sex relationships are not codified under Saudi law. However, they draw their legal framework from Sharia (Islamic law) which forbids homosexuality.
“As PIF expands its portfolio of innovative sponsorships, our commitment to ‘Invested in Better’ remains unwavering. Through our collaboration with ATP, PIF will be a catalyst for the growth of the global tennis landscape, developing talent, fostering inclusivity and driving sustainable innovation. This strategic partnership aligns with our broader vision to enhance quality of life and drive transformation in sport both within Saudi and across the world.” Said AlSayyad.
Saudi Arabia could also be entering into the women’s tennis market soon with it being considered as a possible hold for the WTA Finals. However, it is unclear when a final decision will be made.
