The Association of Tennis Professionals (ATP), the governing body of the worldwide men’s professional tennis tour, has renewed its long-standing global partnership with Rolex, extending one of the most established and recognisable relationships in international sport.
Under the renewed agreement, Rolex will continue as the ATP Tour’s official timekeeper and platinum partner, retaining category exclusivity across the Tour’s global calendar. The partnership delivers year-round visibility for the Swiss luxury watchmaker across on-court timekeeping, broadcast integrations, digital platforms, and premium hospitality programmes at ATP Tour events worldwide.
Rolex’s association with men’s professional tennis dates back to 1978, making it one of the sport’s longest-running commercial relationships. Through the renewal, Rolex will remain the official timekeeper of the ATP Tour, an official partner of the Nitto ATP Finals, the Tour’s season-ending championship, and the Next Gen ATP Finals presented by PIF, which showcases the world’s leading players aged 20 and under.
Daniele Sano, ATP Chief Business Officer, said, “It’s difficult to understate the commitment Rolex has shown towards our sport and the ATP Tour. For almost 50 years, it has championed the qualities that define tennis – elegance, prestige, and precision. As a valued partner of the ATP since 2005, we’re proud to reinforce such an iconic legacy.”
Arnaud Boetsch, Rolex Director of Communication and Image, added, “Rolex is proud to reaffirm its long-standing commitment to tennis. While celebrating the dedication and remarkable performances at the highest levels of the game, Rolex supports the leading tournaments, governing bodies, and players, as they continue to shape the future of the sport.”
As part of the agreement, Rolex will maintain consistent brand presence across the ATP’s digital and social platforms, including time-related match content such as start times and match durations, reaching a global tennis audience estimated at over one billion fans.
The renewal further reinforces Rolex’s position at the top tier of the ATP’s commercial portfolio. Platinum Partners play a strategic role in supporting the Tour’s premium positioning across a calendar that spans more than 60 tournaments in over 30 countries.
For Rolex, the ATP Tour remains a year-round global platform aligned with the brand’s core values of heritage, performance, and precision. Tennis continues to sit at the centre of Rolex’s wider sports portfolio, which includes partnerships with all four Grand Slam tournaments, the ATP Masters 1000 events, the Women’s Tennis Association (WTA), the Billie Jean King Cup, and the Laver Cup.
Rolex also maintains a strong athlete ambassador programme in tennis, counting leading ATP players such as World No. 1 Carlos Alcaraz, World No. 2 Jannik Sinner, Ben Shelton, and João Fonseca among its Testimonees, alongside legends including Roger Federer and Björn Borg.
The renewal comes at a time when sports organisations are increasingly prioritising long-term, value-led partnerships amid a fragmented global sponsorship market. For the ATP, continuity with a cornerstone partner such as Rolex strengthens commercial stability and reinforces tennis’s positioning as a premium global sport.
The ATP’s wider commercial ecosystem continues to be supported by major international brands, including Yokohama Tyres, Nitto, Sony, Lexus, Spotify, Emirates, Verizon, Stella Artois, Quint, Overtime, and Polaroid, providing long-term certainty as the Tour continues to scale its global reach, fan engagement, and event presentation.
As the ATP Tour evolves its commercial and fan-facing strategy, the extended partnership with Rolex stands as a benchmark for longevity, alignment, and sustained value creation in the modern sports business landscape.