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ATP Cup signs Rolex sponsorship ahead of January debut

New international men’s tennis tournament the ATP Cup has added Luxury watchmaker Rolex as a sponsor ahead of its inaugural edition.

Twenty-four countries will be represented at the event which begins the 2020 ATP season, with the likes of Rafael Nadal, Novak Djokovic and Andy Murray among those taking part. It will take place across Australian cities Brisbane, Perth and Sydney between January 3 and January 12.

As part of the Rolex sponsorship, the brand will be granted on-court visibility. Its timepieces and clocks will be on display at each of the venues. Rolex-branded content will also feature on digital walls at each venue throughout the tournament.

The agreement builds on the company’s existing presence across tennis.

Rolex fills the sponsorship designation of Official Timekeeper at all four of the sport’s grand slam events, most recently signing with the French Open and the US Open in 2018. This built on longer-term associations with Wimbledon and the Australian Open.

It also has a contract with the International Tennis Federation’s national team tennis tournament, the Davis Cup and is title sponsor of the Paris Masters and Shanghai Masters ATP tour events. Twenty-time grand slam champion Roger Federer is an ambassador of the brand. He will not be participating in the 2020 ATP Cup.