Private Equity Places Major Bet on Tennis as Sport Enters New Era of Growth
Private equity is making a significant bet on professional tennis, drawn by the sport’s rapid global growth, surging commercial potential, and ambitions for greater unification between the men’s and women’s tours.
EQT, one of the world’s largest private markets investment firms, recently announced a multi-year global partnership with the Association of Tennis Professionals (ATP), becoming the tour’s first official private markets partner through 2030. The deal was highlighted during a Bloomberg “Open Interest” segment featuring EQT Managing Partner and CEO Per Franzen and ATP Chairman Andrea Gaudenzi.
The partnership reflects broader interest from private equity in tennis, a sport that has experienced record-breaking growth in recent years. Increased viewership, expanded digital engagement, and rising sponsorship interest have made tennis an attractive investment opportunity at a time when traditional sports are seeking new capital sources to fuel expansion.
Franzen emphasized the alignment between EQT’s long-term investment philosophy and tennis’s global ambitions. He noted that an ever-larger share of value creation in the global economy is occurring in private markets, and partnerships like this help connect those opportunities with broader audiences.
Gaudenzi described the collaboration as a strategic step forward for the ATP, highlighting EQT’s commitment to long-term performance, sustainable growth, and shared values. The partnership includes on-court visibility, corporate hospitality, and stakeholder engagement across multiple ATP tournaments.
Push for Greater Unification
A key theme in the discussion was the ongoing push to unite the ATP and Women’s Tennis Association (WTA) under a stronger commercial vision. Industry leaders have been exploring ways to aggregate broadcast, media, and betting rights across both tours, potentially through a joint commercial entity.
Private equity investment is seen as a catalyst that could accelerate such unification efforts. Similar to how private capital has transformed other sports, strategic investments in tennis infrastructure, media rights, and commercial operations could help close the gap between the men’s and women’s games while driving overall industry growth.
Tennis on the Rise
Tennis has enjoyed strong momentum in recent years. Major tournaments have reported record attendance and viewership, while emerging stars and established champions continue to draw global audiences. The sport’s digital transformation, including enhanced streaming options and social media engagement, has expanded its reach to younger demographics worldwide.
EQT’s involvement is viewed as validation of tennis’s commercial potential. As governments and organizations increase focus on sports as economic drivers, tennis stands out for its international appeal and relatively scalable business model compared to team sports.
The partnership also aligns with broader trends in private markets, where investors are seeking high-growth sectors with strong brand value and global scalability. Tennis offers both — a prestigious history combined with modern commercial upside.
While the full financial terms of the EQT-ATP deal were not disclosed, the multi-year commitment through 2030 signals confidence in the sport’s long-term trajectory. It also comes as the ATP continues implementing reforms under its “OneVision” strategic plan to enhance player experiences, tournament standards, and commercial outcomes.
As private equity deepens its involvement in tennis, the sport appears poised for its biggest structural transformation in years. Whether through sponsorships, infrastructure investments, or eventual commercial unification with the WTA, the infusion of sophisticated capital could help professional tennis reach new heights in the coming decade.
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