What does ATP’s groundbreaking PIF deal with Saudi Arabia entail for the future of tennis?

ATP has entered into a multi-year partnership with Saudi Arabia's PIF.

What does ATP’s groundbreaking PIF deal with Saudi Arabia entail for the future of tennis?

Massimo Calvelli, ATP CEO & Kevin Foster, Head of Corporate Affairs, PIF (Image via ATP Tour)

The Association of Tennis Professionals (ATP) and Saudi Arabia’s Public Investment Fund (PIF) signed a multi-year strategic partnership deal on Wednesday which will see them working together for the “enhancement of global tennis for players“.

This announcement comes amid the talks of Saudi Arabia’s ‘sports washing’ to wash its sins (human rights violation).

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While everyone fears that the Middle-Eastern country is slowly taking over the sports administration, ATP and PIF have signed a deal that would not threaten the current sporting scenario. As per the deal signed, PIF become the official naming partner of the ATP Rankings which was earlier with Pepperstone.

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Also, PIF will partner with ATP Tour events in Indian Wells, Miami, Madrid, Beijing, and the Nitto ATP Finals, in addition to the Next Gen ATP Finals, hosted in Jeddah until 2027. This means that Saudi Arabia is lending money to the ATP to increase its visibility on the tour and then use it to further develop tennis culture back in their country.

This partnership with ATP follows the Saudi Tennis Federation’s appointment of Rafael Nadal as its brand ambassador. Combining it with the recent deal, Saudi Arabia now has visibility as well as a good perception of it through Nadal’s image on the global level.

What does Saudi Arabia’s PIF deal with ATP mean for tennis?

Saudi Arabia has not gained total control of the administration and neither has the country challenged the current tennis setup by launching a lucrative league of its own like it did with the PGA Tour. However, it has managed to keep the doors open for itself with this deal with the ATP.

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Image via Supersport

The country is yet to get a Masters tournament of its own but with the new deal inked, Saudi Arabia has certainly tilted the odds in its favor. Also, the murmurs about WTA Finals being shifted to the Middle-Eastern country will only get stronger after this deal.

Saudi Arabia is already hosting the ATP Next Gen Finals and it won’t be a surprise if it manages to secure the hosting rights for ATP Finals as well. Italy’s Turin has the hosting rights till 2025 and Saudi Arabia’s PIF has landed a deal at the perfect time.

While this ATP and PIF deal is being portrayed as a major moment in tennis, it would eventually turn out to be a major moment for Saudi Arabian tennis.

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