EQT and ATP Announce Global Partnership
Investment firm EQT has entered into a multi-year partnership with the ATP, becoming the tour's first official private markets partner. The agreement covers 15 tournaments across 12 markets.
Investment organization EQT and the Association of Tennis Professionals (ATP) have announced a multi-year global partnership, with EQT becoming the first official private markets partner of the ATP Tour. The agreement is set to run through 2030.
The partnership will see EQT activate across 15 ATP tournaments in 12 countries. This marks EQT's first global sports sponsorship, a move aimed at expanding its investor base and enhancing brand recognition by leveraging the ATP's worldwide reach and significant fan following.
EQT Managing Partner & CEO Per Franzen stated that an increasing share of global economic value creation is occurring in private markets, and individual investors are seeking access. He believes the ATP provides the right platform for EQT to build brand awareness among target audiences internationally.
ATP Chairman Andrea Gaudenzi commented that the scale of the partnership reflects EQT's commitment to the ATP Tour. He described EQT as a natural fit, sharing common values in long-term performance, active growth, and sustainable value creation.