The Mercedes Cup tennis tournament has continued its drive to secure new sponsors to deal with the ‘challenging times’ of 2021, securing a deal with online sports betting operator Betway.
Held at the Tennis Club Weissenhof in Stuttgart, Germany, the tournament – also known as the Stuttgart Cup – forms part of the ATP250 tour series and oops the extended grass-court season.
The tournament hosts numerous world class tennis players, with past winners including Rafael Nadal, Dominic Thiem and Roger Federer.
Additional sponsors of the ranking ATP competition include financial services provider BDSwiss, which secured its status as a gold sponsor and official online trading partner of the Cup last week.
Edwin Weindorfer, MercedesCup Tournament Director, said: “In challenging times like these, we are very happy to have agreed on a sponsoring deal for the MercedesCup with a worldwide successful company like Betway.
“As a global player, Betway strategically focuses on tennis. This goes to show that the sport of tennis works very well as a communication platform.
“The MercedesCup takes centre stage in Betway’s international orientation – not least due to the comprehensive live TV broadcast offering, digital presence & innovation as well as the social media and fan engagement initiatives of the grass court highlight at the TC Weissenhof.”
Betway acts as a partner of a number of tennis tournaments, including the Estoril Open, Mutua Madrid Open and Miami Open, landing the title sponsorship rights to the latter in March.
Anthony Werkman, CEO of Betway, added: “We are overjoyed to become the Official Betting Partner of the MercedesCup tournament. We continue to showcase our support of Tennis around the world and we look forward to being part of such a historic event.”
Outside of tennis, Betway maintains sponsorship deals with a number of high profile sporting organisations, including the National Hockey League (NHL), five National Basketball Association (NBA) teams, Surrey County Cricket Club, and has also established a prominent position in esports via agreements with PSG.LGD and Berlin International Gaming (BIG).