Rolex has further extended its commitment to tennis, announcing their support of the International Tennis Federation’s (ITF) new Davis Cup format.
The Swiss luxury watchmaker will remain the official timekeeper of the competition, which is undergoing a revamp this year on the back of a 25-year, US$3-billion partnership with Kosmos, the investment company founded by Spanish soccer star Gerard Pique and backed by Hiroshi Mikitani, the chief executive of Japanese e-commerce giant Rakuten.
“Rolex plays a fundamental role in tennis, both as a sponsor and as official timekeeper, marking performance and progress from season to season across the sport and accompanying players in their pursuit of excellence,” ITF president, David Haggerty said.
The new deal compliments Rolex’s recent sponsorship of the French Open, becoming the official timekeeper of all four Grand Slams.
“The Davis Cup is without doubt one of the great pillars of tennis, with a rich heritage dating back to 1900,” communication and image director at Rolex, Arnaud Boetsch said.
“Rolex is proud to renew its alliance with the world’s premier men’s team competition as part of our support for tennis that stretches back more than 40 years and is based on a shared commitment to performance excellence and upholding the finest traditions.”
Kosmos’ investment will see the Davis Cup become an 18-nation World Cup-style event from this year.
“This is an exciting time for all of us and we look forward to working closely with Rolex to grow our partnership across all markets and reaching new audiences in order to have a bigger impact with the competition,” added Javier Alonso, chief executive of Kosmos Tennis.