Published on September 15th, 2026
Location: Global
World Tennis and Generali Announce Multi-Year Davis Cup Partnership
London, 15 September 2026 - World Tennis and Generali have today announced a multi-year partnership, in an agreement brokered and advised on by global sports marketing agency SPORTFIVE.
The partnership sees Generali, one of the world’s leading insurance companies and Italy’s largest insurance provider, become the Official Presenting Partner for the Davis Cup.
Through the partnership, the prestigious 126-year-old competition becomes the Davis Cup by Generali.
In addition to naming rights, the partnership will see Generali’s brand positioned to the Davis Cup’s global audiences through rights to worldwide broadcast integration, significant in-bowl visibility and prominent back wall court branding at all Davis Cup events. Generali’s red brand colourway will also be integrated into the green Davis Cup brand.
This work builds on Generali’s longstanding commitment to tennis which includes title sponsorship of the Generali Open in Kitzbühel and a partnership with Dominic Thiem in Austria, sponsorship of the Rolex Monte Carlo Masters event and partnerships with the Real Federación Española de Tenis (RFET) and Deutsche Tennis Bund (DTB).
The partnership, which was brokered and strategically advised upon by SPORTFIVE is the latest of the global sports marketing agency’s growing work in tennis which includes a strategic partnership with the Australian Open, a long-term partnership with World Tennis on media rights sales, as well as SPORTFIVE’s representation of emerging tennis stars Jay Friend, Justin Engels, Nathan Trouvé and Mika Petkovic through their boutique athlete representation platform, projectFIVE.
Rosolino Amenta, Managing Director, SPORTFIVE Italy, said: “We are delighted to have supported Generali and World Tennis on the development of this long-term, strategic partnership that reflects the heritage, prestige and global reach of the Davis Cup. Generali’s trusted reputation and international presence make them a natural fit for the competition, and we look forward to seeing this collaboration create lasting value for the sport, its fans and both organisations in the years ahead.”
Ross Hutchins, Chief Executive, World Tennis, said: “This is a proud day for World Tennis, as we announce a momentous partnership uniting two premium global brands with shared values and a commitment to creating meaningful experiences for fans and customers worldwide. Generali is the ideal partner to help take our prestigious competition to the next level and we are very excited to work with them for years to come. As the world’s premier competition in men’s team tennis, the Davis Cup offers unique passion and national pride on a global scale unprecedented in world sport. The Generali team value this reach and everything the Davis Cup stands for.”
Philippe Donnet, CEO, Generali Group, said: “We are delighted to partner with World Tennis for the Davis Cup, one of the most celebrated and recognised sporting events in the world. Generali has a longstanding connection with tennis, a sport that reflects many of the values we promote every day such as resilience, discipline and integrity. Through this partnership, we aim to harness the power of tennis to build on our commitment as a Lifetime Partner by encouraging active lifestyles and creating a lasting positive impact for individuals, families and communities.”
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Handball, Motorsport, Esports, Cricket, Tennis, American Football, Basketball, Hockey, Rugby, Olympics and Multi-Sport Events, Wintersports and many more.
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About the Generali Group
Generali is one of the largest integrated insurance and asset management groups worldwide, with a total premium income of € 98.1 billion and € 900 billion AUM in 2025. Established in 1831, with over 88,000 employees and 163,000 advisors serving 75 million customers, the Group has a leading position in Europe and a growing presence in Asia and America. At the heart of Generali’s strategy is its Lifetime Partner commitment to customers, achieved through innovative and personalised solutions, best-in-class customer experience and its digitalised global distribution capabilities. The Group has fully embedded sustainability into all strategic choices, with the aim to create value for all stakeholders while building a fairer and more resilient society.
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About World Tennis
For more than a century, World Tennis (formerly the ITF) has worked to grow the game worldwide and ensure its long term future as a truly global sport. In partnership with its 214 member nations, the organisation lays the foundations for tennis to flourish by expanding participation, strengthening pathways and creating opportunities for players of all ages and abilities—supporting both the development of the sport and the communities it serves.
As the global authority and guardian of tennis and its integrity worldwide, World Tennis also defines and upholds the sport’s rules, professional and technical standards, ensuring tennis remains fair, safe, relevant and exciting for future generations.
At the heart of the global tennis system is a connected, competitive and developmental player pathway. For young professional talent, alongside the Wheelchair and Beach Tennis circuits, the World Tennis Tour – with 1,850 men’s and women’s tournaments annually - is the primary artery through which the world’s best young players progress, providing an essential route from junior tennis to the global stage, no matter which country they are from.
Through the World Tennis Tour players earn ranking points, build competitive experience and advance into the ATP and WTA Tours and Grand Slam events. The same pathway also provides the route for national selection into World Tennis’ own elite international team competitions, including the Davis Cup, Billie Jean King Cup, Wheelchair and Beach World Cups, and qualification routes to the Olympic and Paralympic Games.
Press contacts
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Dominic Mills
Marketing & Communications Manager, UK
dominic.mills@sportfive.com
