Betway has followed up on an agreement to sponsor the Davis Cup and Fed Cup, the flagship men’s and women’s national team tournaments of the International Tennis Federation (ITF), by striking a deal to sponsor of the new Tie Break Tens competition.
Under the deal, the terms of which were not disclosed, the betting operator will serve as principal sponsor of the quick-fire tournament, which will take place for the first time on December 5 at London’s Royal Albert Hall.
Featuring a host of past and present champions, Tie Break Tens will form part of Champions Tennis 2015, the finale of the ATP Champions Tour.
Betway will benefit from various branding opportunities at this weekend’s event.
“The tournament promises to be an exciting, innovative addition to the tennis calendar,” Betway marketing director Anthony Werkman said.
“After being a partner for a thrilling Davis Cup final, it allows us to expand our sponsorship in the sport with another event that is a perfect match for our brand.”
Matthew Pryke, tournament director of Tie Break Tens, added: “Betway has shown its commitment to sport, and tennis in particular recently, and we look forward to working with the team this weekend and on future tournaments.”
