Swiss luxury watch brand Rolex on Monday extended its contract with the International Tennis Federation (ITF) as the official timekeeper for the Davis Cup by BNP Qualifiers and Davis Cup by BNP Paribas Finals.
The deal sees Rolex remain the official timekeeper of the competition, which is undergoing a revamp this year on the back of a 25-year, US$3-billion partnership with Kosmos. The investment will see the Davis Cup become an 18-nation World Cup-style event from this year.
“The Davis Cup is without doubt one of the great pillars of tennis, with a rich heritage dating back to 1900,” said Arnaud Boetsch, communication and image director at Rolex.
“Rolex is proud to renew its alliance with the world’s premier men’s team competition as part of our support for tennis that stretches back more than 40 years and is based on a shared commitment to performance excellence and upholding the finest traditions.”
“Rolex plays a fundamental role in tennis, both as a sponsor and as official timekeeper, marking performance and progress from season to season across the sport and accompanying players in their pursuit of excellence. We are proud to be associated with Rolex and are grateful for their continued commitment to our sport,” added David Haggerty, ITF President.
Rolex in November was named the official timekeeper of the French Open, becoming a partner of all four Grand Slams. The association between the Swiss company and tennis goes back to 1978 when the company became the Official Timekeeper of The Championships, Wimbledon. Today, the brand is a major force, having collaboration with top tennis stars and tennis events.