April 13, 2024

Newcastle United’s owners have signed a seven-figure contract with tennis’ ATP Tour.
After various complaints from the sport’s legends, Newcastle United’s controlling owners agreed to a multi-year, seven-figure contract with the men’s tennis tour.

Saudi Arabia’s Public Investment Fund has established a “multiyear strategic partnership” with the ATP Tour, with the ATP rankings and year-end No.1 prize named after the PIF. PIF on-court branding will also be visible at a number of ATP 1000 events, including the forthcoming Indian Wells, Miami, Madrid, Beijing, and the season-ending ATP finals in Turin.

It was announced in August that the Next Gen finals for men under 21 would be held in Jeddah until 2027, with the prize amount upped to £1.57 million.
Massimo Calvelli, the ATP’s CEO, stated, “Our strategic cooperation with PIF is a watershed moment for tennis. It’s a shared commitment to propelling the sport forward. With PIF’s commitment to the next generation, supporting innovation and creating opportunities for all, the stage is set for a revolutionary new era of progress.”

PIF has owned 80% of Newcastle United since taking purchased the club for £305 million from Mike Ashley in 2021.

While Saudi Arabia does not yet have its own 1000 tournament, rumors of the PIF bidding for the women’s WTA Finals drew criticism from tennis icons Chris Evert and Martina Navratilova. At the time, Newcastle United co-owner Mehrdad Ghodoussi posted on Instagram that their assertions concerning women’s experiences in the kingdom were untrue.

 

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PIF has been working on deals to get into the sport for some time, and several major stars have already played exhibition games in Saudi. Most notably, the “6 Kings Slam” will be held in October, including Rafael Nadal, Novak Djokovic, Carlos Alcaraz, Jannik Sinner, Daniil Medvedev, and Holger Rune.

Last month, Nadal, a 22-time Grand Slam champion, was designated ambassador for the Saudi Tennis Federation.

Mohamed AlSayyad, Head of Corporate Brand at PIF, stated, “As PIF broadens its portfolio of creative sponsorships, our commitment to ‘Invested in Better’ remains constant. PIF’s relationship with ATP will serve as a catalyst for the expansion of the global tennis environment, cultivating talent, supporting inclusion, and pushing sustainable innovation. This strategic relationship is consistent with our overall aim of improving quality of life and driving revolution in sports both in Saudi Arabia and around the world.

 

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