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AirAsia backs revamped Davis Cup finals

Croatia celebrate winning the 2018 Davis Cup (by Sylvain Lefevre/Getty Images)

Malaysian airline AirAsia has agreed a two-year deal to sponsor the finals of men’s national team tennis tournament the Davis Cup.

The agreement with the International Tennis Federation, co-operator of the Davis Cup alongside Kosmos Tennis, which also manages the tournament’s commercial rights, names AirAsia as an official partner of the finals for 2019 and 2020.

The first edition of the reimagined finals is being held at the Caja Mágica in Madrid from November 18-24. The 18 teams competing for the chance to become world champion and obtain the Davis Cup trophy are Argentina, Australia, Belgium, Canada, Chile, Colombia, Croatia, France, Germany, Great Britain, Italy, Japan, Kazakhstan, Netherlands, Russia, Serbia, Spain and United States.

The Davis Cup finals begin with a group phase running from Monday to Thursday, with the teams divided into six groups of three. The top team from each group and the two best runners up – based on the number of games, sets and matches won – will qualify for the quarterfinals. The champion will be crowned after the end of the knock-out phase stages on the Sunday.

Tony Fernandes, chief executive of AirAsia Group, said: “Sharing and supporting our guests’ passions has always been key to our success as a brand, and why we couldn’t be more excited to be involved in this year’s Davis Cup by Rakuten Finals.

“The Davis Cup Finals are also a natural extension of our existing sponsorship portfolio, which now includes the World Surf League, Asean Basketball League and the UFC. We look forward to bringing our brand and region to life in Madrid later this year and hope that one day soon, we’ll see the Davis Cup Finals hosted right here in Southeast Asia.”

Javier Alonso, chief executive of Kosmos Tennis, added: “Adding AirAsia among our main partners reinforces the international reach of the Davis Cup Finals. This partnership allows us to connect even more with the Asian public, achieving a truly global presence for the competition. The goal is that tennis reaches everyone and that the Davis Cup Finals are able to be promoted in all continents.”