Stella Artois has entered a multi-year global sponsorship agreement with the ATP Tour, further solidifying its presence in professional tennis. The partnership will encompass a wide range of events throughout the ATP calendar, including a prominent role at the prestigious Nitto ATP Finals in Turin, Italy.
Already a long-standing partner of several ATP tournaments, as well as an official partner of Wimbledon and an official supplier to Roland-Garros, Stella Artois continues to deepen its engagement with the sport. The new agreement enhances the brand’s visibility on-court and includes product integration within hospitality spaces across events. These activations aim to deliver elevated “Perfect Serve” experiences to tennis fans worldwide.
Under the new arrangement, Stella Artois becomes an official partner of the Nitto ATP Finals, securing premium brand visibility, hospitality access, and pouring rights—further enriching the fan experience during the season-ending tournament.
Marcel Marcondes, Global Chief Marketing Officer for AB InBev, said the collaboration reflects the growing global appeal of tennis and the alignment between the sport’s premium positioning and the brand’s identity. “Tennis continues to grow globally, attracting more fans that love the sport and the premium experiences it provides,” Marcondes noted. “This partnership with the ATP Tour and Nitto ATP Finals allows Stella Artois to authentically be part of those fan experiences and highlight a taste worth more through the Perfect Serve program.”
ATP Chief Business Officer Daniele Sanó emphasized the brand’s longstanding relationship with the sport and its unique ability to connect with fans. “Stella Artois is not only one of the world’s most iconic beer brands; it’s a brand that truly understands our sport—not just as a game, but as an experience,” Sanó said. “With a rich history in tennis, they’ve created unforgettable moments for our fans across generations.”
The partnership underscores a mutual commitment to enhancing the fan experience and showcasing tennis as a lifestyle and cultural event, beyond just competition on the court.
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