The Laver Cup signed a new retail and merchandising agreement with Fanatics. Under the terms of the multi-year deal, Fanatics will create and manufacture merchandise for the Laver Cup, working closely with event organizers, which will be sold during the seventh edition of the Laver Cup online and during play in the Uber Arena in Berlin, Germany, from September 20-22.
“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.”
As part of the multi-year deal, Fanatics has the exclusive rights to manufacture, market and sell official Laver Cup apparel and accessories, including Team Europe and Team World supporter apparel and 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, SVP of strategy and 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 sees six of the best men’s tennis 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 black indoor court, the Laver Cup debuted in Prague in 2017 and has since rotated venues between Europe and the world, staged in Chicago (2018), Geneva (2019), Boston (2021), London (2022) and Vancouver (2023), with San Francisco hosting in 2025.
Image courtesy Laver Cup
