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ITF adds sponsors for last Fed Cup Finals before competition revamp

(Photo by Paul Kane/Getty Images)

The International Tennis Federation (ITF) has added French cosmetics company Sothys and Australian property developer AVJennings as International Sponsors for the upcoming Fed Cup final.

The brands add to a growing portfolio of sponsors for the women’s international team event, which takes November 9-10 in Perth, Australia and sees the host nation take on France.

Hospitality business Accor also signed up recently as International Sponsor for the final. This deal was activated by the company offering its members the opportunity to buy packages to watch the final while staying at one of its fourteen Perth hotels.

The title sponsorship of the Fed Cup has been held by international banking group BNP Paribas since 2002. Human resources specialists Adecco and broadcaster beIN Sports are also long-term sponsors of the competition.

Read this: “I am working on the Davis Cup 24/7. It is the project of my life” – Gerard Piqué

This year’s finals will be the final instalment of the tournament in its current format before it and the equivalent men’s Davis Cup are revamped from 2020.

The reforms are centred on a project developed in association with investment group Kosmos, which is founded and chaired by FC Barcelona footballer Gerard Piqué.

In February 2018, Kosmos signed a 25-year deal with the ITF, plunging $3bn (€2.7bn) into tennis and significantly increasing the prize money for the men’s Davis Cup in a bid to elevate the competition’s status.

Following the agreement of the reforms to the Davis Cup, the ITF agreed on similar changes to the Fed Cup, which will now incorporate a ‘World Cup of Tennis’ format.

This will raise the number of teams in the tournament from eight to 20 and see 12 of these nations compete in the finals which will take place in Budapest, Hungary for three years through to 2022.