Generali becomes Davis Cup presenting partner

Generali has signed a global multi-year partnership with World Tennis to become presenting partner of the Davis Cup.

Under the agreement, the 126-year-old competition becomes the Davis Cup by Generali, with the insurer receiving worldwide broadcast integration, in-bowl visibility and prominent court back-wall branding across Davis Cup events. Generali’s distinctive red will also be incorporated into the Davis Cup’s green visual identity.

The deal builds on Generali’s existing tennis portfolio, which includes title sponsorship of the Generali Open in Kitzbühel, sponsorship of the Rolex Monte-Carlo Masters and partnerships with the Spanish and German tennis federations.

Generali joins a growing Davis Cup commercial portfolio which includes Rolex, Visa, MG, Fage, Corpay and Betsson.

The partnership comes as 66 teams prepare to contest 33 Davis Cup ties across six continents this weekend.