The International Tennis Federation (ITF) has signed Spanish transportation network company Cabify as a sponsor for the forthcoming 2019 Davis Cup finals.
Through its mobile application, the brand will offer its services to attendees of the event to be held in Madrid from November 18-24. It will also provide an exclusive passenger pick-up area to fans.
The finals will be the first to incorporate a new structure which involves 18 national teams compete over the course of a week, with matches switching from a best-of-five set format to best-of-three.
The changes followed an agreement between the ITF and investment group Kosmos.
In early 2018, the pair signed a 25-year deal which included an investment of $3bn (€2.7bn) into tennis. FC Barcelona defender Gerard Piqué is a founding member of Kosmos.
Revamping the Davis Cup and the women’s equivalent Fed Cup has been a key focus of the tie-up.
In September 2019, the ITF announced further changes to the men’s tournament, with an expanded format for its regional group stages to be introduced in 2020. This year’s Fed Cup final, in which France beat Australia, was the last before similar reforms to the Davis Cup are implemented.