ATP Partners Summit 2025 brings global partners together in Jeddah
The ATP this week hosted the 2025 ATP Partners Summit in Jeddah, Saudi Arabia, bringing together senior representatives from across the Tour’s global partner portfolio for two days of collaboration, insight-sharing and strategic discussion.
Held alongside the Next Gen ATP Finals presented by PIF, the Summit marked the first time the annual partners gathering has taken place in Jeddah, reinforcing the growing connection between the ATP and Saudi Arabia as the Tour continues to expand its global footprint.
The ATP Partners Summit is held annually at different Tour destinations and has previously taken place in cities including Monte-Carlo, Rome, Dubai, London, Estoril and Madrid. The event provides a dedicated forum for partners to engage directly with ATP leadership, exchange best practices and explore opportunities to further grow the game together.
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Across the two-day programme, a wide range of topics have been discussed, including the ATP’s long-term strategic vision, fan engagement, data-driven decision-making, sustainability, and the evolving role of partnerships in sport. The Summit also featured contributions from leading external speakers, including SURJ, TikTok, Two Circles, GWI and GSIQ, offering insights into platform innovation, partnership activation, fan intelligence and performance measurement. Sessions also explored how partners can activate more effectively across platforms and leverage players to deepen fan connection.
In addition to the business sessions, partners experienced the Next Gen ATP Finals presented by PIF firsthand, including a venue tour, player meet-and-greet and live match action, offering a unique opportunity to see the ATP’s future stars in action.
Speaking at the Summit, ATP Chief Business Officer Daniele Sano said: “The 2025 Partners Summit follows a period of strong momentum for the ATP’s commercial programme, including the onboarding of five new global partners and the renewal of six existing partnership agreements in 2025, reflecting continued confidence in the Tour’s long-term strategy and global reach.”
The ATP Partners Summit concluded with a shared focus on innovation, collaboration and long-term value creation, as the Tour and its partners look ahead to the 2026 season and beyond.
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