WASHINGTON, September 16, 2026 (by Michael Dickens)
World Tennis and Generali have signed a global multi-year presenting partnership for the Davis Cup.
The partnership, announced Tuesday, builds on Genrali’s longstanding commitment to tennis through a unique global platform, fully in line with Generali’s Lifetime Partner values of supporting people and connection in all the countries where the Group operates.
The 126-year-old Davis Cup competition – which becomes the Davis Cup by Generali – continues this weekend with a total of 66 teams competing in 33 ties across six continents.
The presenting partner deal is a very visible one and will put the Generali brand in front of the competition’s vast global audience, through rights to worldwide broadcast integration, significant in-arena visibility and prominent back wall court branding at all Davis Cup events. Generali’s red brand color palette will also be integrated into the green Davis Cup brand.
Throughout 2026, World Tennis has build significant Davis Cup commercial momentum. Generali leads a growing portfolio which includes: Rolex, Visa, MG, Fage, Corpay and Betsson. Further deals are expected to be announced in the coming weeks.
A new chapter for the Davis Cup. 🤝🎾
World Tennis and Generali have signed a multi-year global presenting partnership for the Davis Cup.
Building on Generali’s longstanding commitment to sport, the partnership with tennis’s largest team competition will help create meaningful… pic.twitter.com/PjE0GGZJA6
— Davis Cup (@DavisCup) September 15, 2026
Generali has enjoyed a strong foundation in tennis for many years, including title sponsorship of the Generali Open in Kitzbühel, Austria, and a partnership with former US Open champion Dominic Thiem. Also, sponsorship of the Rolex Monte-Carlo Masters event and partnerships with the Real Federacion Espanola de Tenis (RFET) and Deutsche Tennis Bund (DTB).
“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,” World Tennis Chief Executive Ross Hutchins said in a statement.
“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, Generali Group CEO, said in a statement: “We are delighted to partner with World Tennis for the Davis Cup, one of the most celebrated and recognized 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.”
Around the Davis Cup by Generali
The seven winners of this weekend’s Davis Cup by Generali Qualifiers Second Round – Chile vs. Spain, Germany vs. Croatia, Great Britain vs, Ecuador, Austria vs. Belgium, South Korea vs. India, Czechia vs. the United States, Canada vs. France – will join reigning champion Italy in November’s Davis Cup by Generali Final 8 in Bologna.
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