A New Era of Women’s Tennis Commercialization Begins
In a landmark move for women’s tennis, Mastercard has become the latest global commercial partner of the Billie Jean King Cup (BJK Cup)—the world’s premier international women’s team competition. This collaboration marks a fresh chapter in Mastercard’s longstanding involvement in global tennis and signals growing commercial momentum around women’s team-based sporting formats.
Key Highlights of the Deal:
- First-ever partner of the BJK Cup Global Rankings.
- Title sponsor of the “Team of the Year” award, celebrating national excellence in the women’s game.
- Premium activations at the 2025 BJK Cup Finals in Shenzhen, including:
- Behind-the-scenes access for Mastercard holders
- Coin toss participation opportunities
- Exclusive presale ticket access
“With tennis gaining momentum across the globe, partnering with the Billie Jean King Cup allows us to connect with fans in exciting new ways,” said Raja Rajamannar, Mastercard’s Chief Marketing & Communications Officer.
A Growing Sponsorship Ecosystem Around the BJK Cup
Organized by the International Tennis Federation (ITF), the Billie Jean King Cup is backed by a fast-expanding roster of global partners. Alongside Mastercard, the Cup is currently sponsored by:
- Gainbridge (Title Sponsor, through 2027)
- Microsoft (Technology Partner)
- E.L.F. Beauty (Cosmetics Partner)
- Tory Burch (Fashion)
- Stake.com (Betting Partner)
Its expanding footprint includes a media rights deal extension with Sportfive, covering the Asia-Pacific region (excluding Australia and China) and former Soviet countries. With qualifiers, finals, and playoff matches now streamlined under this agreement, the BJK Cup is positioning itself as a year-round, multi-market proposition for broadcasters and brands.
2025 BJK Cup Line-Up
- Defending Champions: Italy
- Top Seeds: United Kingdom (2), United States (3), Spain (4)
- Also Qualified: China (hosts), Ukraine, Kazakhstan, Japan
The 2025 Finals will take place in Shenzhen, China from September 16–21, positioning the tournament in one of the fastest-growing tennis markets globally.
Why This Deal Matters?
At 365247 Media Consulting, we see Mastercard’s deal not as a one-off sponsorship, but part of a wider trend in women’s sport:
1. Women’s Team Sports as New Commercial Real Estate
Team formats like the BJK Cup offer something individual tournaments often lack—national pride, tribalism, and repeat commercial storytelling.
2. Fintech and Lifestyle Brands Lead the Way
The Mastercard deal reinforces a trend: lifestyle and financial services companies are stepping in where traditional FMCG and apparel brands once dominated. These are long-cycle partnerships built around data, loyalty, and access.
3. Shenzhen as a Strategic Host City
Hosting in Shenzhen represents more than geography—it’s a strategic bet on China regaining its footing as a tennis powerhouse and commercial epicenter post-COVID.
Want to Enter or Elevate in Women’s Sports?
At 365247 Media Consulting, we work with:
- Rights holders exploring new global sponsorship frameworks
- Brands seeking entry into women’s sport with precision and cultural relevance
- Federations aiming to restructure their media and fan engagement models
Let’s Talk. Schedule your introductory call here.
