Laver Cup Teams Up with Fanatics on New Retail and Merchandise Partnership
The Laver Cup has agreed to a new retail and merchandising partnership with Fanatics, a digital sports platform and global leader in licensed sports merchandise.
Under the multi-year deal, Fanatics will make available an exciting new range of Laver Cup merchandise for fans across the globe, working closely with event organizers in the creation, production and sales of the products.
The initial range of merchandise will be introduced later this year at the seventh edition of the Laver Cup, taking place in Berlin at Uber Arena from September 20-22, 2024.
“We are thrilled to be teaming up with Fanatics, whose expertise and world-class credentials will elevate and expand our merchandise offering and operations,” said Laver Cup CEO, Steve Zacks.
“This partnership will enhance the retail experience for our passionate fans in-person at the Laver Cup and online for those around the globe keen to purchase their own piece of the Laver Cup collection.”
Through the partnership, Fanatics will have exclusive rights to manufacture, market and sell official Laver Cup apparel and accessories, including Team Europe and Team World supporter apparel and bespoke Laver Cup Berlin 2024 merchandise, along with a broad range of caps, t-shirts, towels, jackets, and gifts.
“We are thrilled to partner with the Laver Cup, which has quickly established itself as one of the most exciting and innovative competitions in world tennis due to its unique format, featuring the sport’s top players,” said Brian Swallow, Senior Vice-President, Strategy & Business Development at Fanatics.
“We are proud to serve fans through a best-in-class retail experience and product assortment, enabling them to show their passion and pride for the players, teams and the event. We look forward to working with the Laver Cup Organization over the coming years to elevate the fan experience at this marquee event in the tennis calendar.”
The three-day Laver Cup competition pits six of the best men’s players from Europe, captained by tennis legend Bjorn Borg, against six leading players from the rest of the world, led by Borg’s professional rival, John McEnroe.
Played on a dramatic black indoor court, the Laver Cup debuted in Prague in 2017 and since then has rotated destinations between Europe and the World, staged in Chicago (2018), Geneva (2019), Boston (2021), London (2022) and Vancouver (2023).
San Francisco was recently named as the 2025 host city.
Fanatics is a global leader in official sports merchandise and team apparel, and partners with more than 900 of the most recognised and successful sporting organizations and leagues across the world, including MLB, MLS, NBA, NFL, NHL, NASCAR, Formula One, The FA, Argentine Football Association, French Football Federation, UEFA, England Rugby and a number of global Premier League, Serie A, LALIGA and Ligue One football clubs.