Perfect Serve: Stella Artois Adds To Tennis Platform As Official ATP Tour Beer
Thursday, May 8, 2025 at 03:24PM By Barry Janoff
May 8, 2025: Filling a category that had been untapped for about ten years, the ATP Tour has signed a deal with Anheuser-Busch InBev’s Stella Artois, naming it a global Gold Partner and its official beer partner through 2028.
The alliance also names Stella Artois the official beer for the Nitto ATP Finals in Turin, Italy.
Financial terms of the pact were not shared.
“Stella Artois is not only one of the world’s most iconic beer brands; it’s a brand that truly understands our sport — not just as a game, but as an experience,” Daniele Sanó, ATP chief business officer, said via the organization.
“With a rich history in tennis, they’ve created unforgettable moments for our fans across generations. We’re proud to be a part of their legacy and excited to keep building on this, finding new ways to bring even more entertainment to the game.”
The ATP’s last partner in the category was with Anheuser-Busch’s Michelob Ultra, which replaced and overlapped with Corona Extra in 2015.
The move builds on Stella Artois’ presence in the sport, which is an official partner of the Wimbledon Grand Slam, an official supplier for the Roland-Garros Grand Slam and a long-time partner of several ATP tournaments.
Stella Artois said the sponsorship includes on-court brand visibility and product integration in many hospitality areas, providing the opportunity to deliver more premium “Perfect Serve” moments around the world,.
The deal coincides with Stella Artois' just-launched multi-media worldwide marketing campaign “The Perfect Serve," anchored by a tennis-themed spot featuring Tennis Hall of Famer Maria Sharapova (pictured).
The brand also had a sports-themed Super Bowl spot this year, “The Other David,” featuring soccer icon David Beckham and actor Matt Damon.
“Tennis continues to grow globally attracting more fans that love the sport and the premium experiences it provides,” Marcel Marcondes, Anheuser-Busch InBev global CMO, said via the company.
“This partnership with the ATP Tour and Nitto ATP Finals allows Stella Artois to authentically be part of those fan experiences and highlight a taste worth more through the Perfect Serve program. This partnership will show tennis is best served with a Stella Artois in hand.”
Leveraging ATP Tour’s global digital platforms, Stella Artois will launch “The Perfect Serve” content series, providing online experiences for fans of legal drinking age. This series will allow fans to vote for the player with the best serve each month, promoted across ATP Tour and Stella Artois social channels.
Stella Artois will also partner with the ATP No. 1 Club, uniting current, former, and future ATP World No. 1 players, with exclusive activations planned for the 2025 Nitto ATP Finals.
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