LaLiga, the Spanish soccer championship league, will be the partner of the Davis Cup in 2019 and 2020 selling TV rights in Europe Asia, Africa, United States and Latin America. Without any doubt, the football star Gerard Pique's support was crucial in this partnership.
“The cross-sport partnership with LaLiga is innovative for the Davis Cup," said the ITF President David Haggerty. "This will widen our reach to not only tennis fans but other sports enthusiasts.
One of our strategic initiatives is to grow tennis and this allows us to reach as many more fans in new and diverse ways”. The CEO of Kosmos Tennis Javier Alonso is also very excited with the partnership: “We are excited by the partnership with LaLiga and the immense potential of innovative marketing and sponsorship models that LaLiga has already implemented.
By combining the reach of LaLiga with that of the Davis Cup, we will connect the global tennis and football communities and engage with millions of sports fans worldwide”. Oscar Mayo, International Business Development Director at LaLiga, said: "LaLiga is pleased to partner with Kosmos Tennis and the ITF as it represents a great opportunity to link our brand and those of our clubs with a worldwide sport and entertainment icon.
The fact that Spain, our home market, will host the first two editions of the Davis Cup Finals and, that other strategic markets for us are being considered to host future editions, have been key in our decision to go ahead with this sponsorship agreement."