Stella Artois becomes official beer of ATP Tour and the Nitto ATP Finals | ATP Tour

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Stella Artois becomes official beer of ATP Tour and the Nitto ATP Finals

The global agreement allows Stella Artois to expand its commitment to tennis and premium fans experiences

May 06, 2025

Stella Artois, one of the most prestigious brewing brands in the world, became a gold partner and official ATP Tour to 2028 on Tuesday. This global sponsorship agreement will reach some of the most prestigious events of the tennis calendar, including the Nitto ATP Finals of Turin (Italy).

With an extensive experience with ATP events, being also an official partner of Wimbledon and official supplier of Roland Garros, Stella Artois will continue its expansion in sport. Sponsorship includes track visibility and product integration in many hospitality areas, opening the opportunity to provide more “perfect serve” moments around the world.

In addition, Stella Artois also becomes an official partner of the NITTO ATP Finals in Turin (Italy), reaching premium brand visibility, hospitality and achieving rights to improve the experience of fans during the seasonal brooch tournament.

This agreement reinforces the AB Inbev strategy, transforming tennis into an annual full -time activation for Stella Artois. In tennis, connects the perfect service constantly can make the difference between victory and defeat. The same happens with Stella Artois, where the ritual of a perfect Serve generates an unbeatable beer experience. Joining the ATP Tour and the Nitto ATP Finals, Stella Artois achieves an ideal position to strengthen their connection with tennis fans and create unforgettable experiences throughout the season.

“Tennis continues to grow worldwide, attracting fans who worship sport and premium experiences that accompany him. This agreement with ATP Tour and the Nitto ATP Finals allows Stella Artois to be part of those experiences and underline the taste in the Perfect Serve program,” said Marcel Marco Marcondes, global Marketing Chief of Ab Inbev. “This agreement will demonstrate that tennis is better served with a Stella Artois by hand.”

Joining the global digital platforms of ATP Tour, Stella Artois will launch serials of content “The Perfect Serve”, providing attractive online experiences for fans of legal age to consume. This content will allow fans to vote for the player with the best service every month, promoted in the social channels of ATP Tour and Stella Artois.

In addition, Stella Artois will be associated with Club No. 1 ATP, joining ancient, current and future No. 1 of the ATP Tour, with exclusive activations planned for the NITTO ATP Finals 2025.

“Stella Artois is not simply one of the most iconic beer brands worldwide. It is a brand that includes our sport, not only as a game but as an experience,” said Daniele Sanó, ATP Business Head. “With a wide history in tennis, they have created unforgettable moments for our fans through generations. We are proud to be part of their legacy and we are excited to continue building the future together, finding new ways to provide more entertainment to sport.”