Credit: Insider Sport
The ATP Challenger Tour has secured a landmark sponsorship agreement with 1xBet, underlining how tennis’ commercial boom is now extending beyond the elite ATP circuit into its second tier of competition.
Announced on October 3, the deal sees 1xBet become the official betting partner of the ATP Challenger Tour. Branding will be visible across 36 tournaments held in Europe, Asia, North America, and South America, with stops in countries including Brazil, Chile, Ecuador, Peru, the USA, Italy, and France.
Challenger Tour as a Global Platform
The ATP Challenger Tour is widely recognized as the proving ground for emerging tennis stars, offering young players the chance to gain vital ranking points and experience before breaking onto the main ATP stage. For brands, it represents a rare opportunity: access to rising athletes, dedicated fans, and global exposure at a relatively early stage.
The Challenger Tour’s reach is impressive. With tournaments across four continents, the series provides international visibility while embedding itself in local markets. This global-local blend makes it an attractive property for sponsors like 1xBet, which now has the ability to connect with diverse audiences while aligning its brand with tennis’ future stars.
Why Challenger-Level Sponsorship Matters
Sponsorship of ATP Challenger Tour events offers both value and growth potential. Partnerships come at a lower cost compared to ATP Tour deals, yet the profile of these events is climbing rapidly.
In 2025, the ATP announced expanded broadcast distribution for the Challenger Tour, including greater coverage through Tennis Channel and additional OTT platforms. This expansion is expected to deliver millions of new viewers and strengthen the visibility of events that historically flew under the radar.
“Obtaining the status of an official partner of 36 ATP Challenger Tour tournaments is another milestone in 1xBet history,” said a company representative. “This agreement is a strategically important step that opens up new opportunities to showcase our brand on a global stage.”
A Reflection of Tennis’ Commercial Growth
The 1xBet partnership reflects a wider surge in commercial opportunities across professional tennis. Under its OneVision strategy, the ATP has focused on expanding reach through content innovation, partnerships with digital-first media platforms such as Overtime, and deeper engagement with younger fans.
The results have been clear: in 2023, the ATP secured nine new global sponsorships, including headline deals with Saudi Arabia’s Public Investment Fund (PIF), Lexus, and Yokohama. Sponsorship revenues grew 50% year-on-year, while projections forecast an 89% increase by 2026. On social platforms, the ATP reported 2.9 billion impressions and a 159% rise in video views compared to the prior year.
This commercial momentum is now trickling down to the Challenger Tour. With broadcast expansion, a growing fan base, and the entry of major betting firms like 1xBet, the second tier of tennis is beginning to mirror the growth and commercial sophistication of the ATP Tour itself.
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