Nitto extends ATP partnership through 2030

Nitto and the ATP have extended one of the most influential partnerships in professional tennis, announcing that the Japanese materials company will remain the Title Partner of the Nitto ATP Finals through 2030. The renewal secures long‑term stability for the sport’s season‑ending championship and reinforces a commercial relationship that has shaped the identity of the event for nearly a decade.

Nitto first took over naming rights in 2017, helping elevate the Finals in London before the tournament moved to Turin in 2021. Since then, the company has become deeply embedded in the event’s presentation, sustainability efforts, and global positioning. In its announcement, Nitto said it was “pleased to announce the extension of its partnership with the ATP for an additional five years, through 2030,” adding that the Finals represent a platform where the company aims “to inspire and amaze while pursuing further growth as a global company.”

The ATP, in turn, emphasized the scale and impact of the collaboration. According to the tour’s statement, “Nitto will continue as Gold Partner of the ATP Tour through 2030, and Title Partner of the Nitto ATP Finals, ATP’s season-ending event.” The organization credited Nitto with helping welcome more than a million fans across the past eight editions of the Finals and described the company as “instrumental in elevating the ATP’s flagship tournament.”

The extension also secures Turin’s role as host city through the end of the decade, offering rare continuity in a sport where major events often rotate. The Italian city has embraced the Finals with strong attendance and civic investment, and the long runway now in place gives the ATP, sponsors, and media a stable foundation for long‑term planning.

For Nitto, the partnership aligns with its Global Niche Top™ strategy, which emphasizes innovation, excellence, and leadership in specialized markets. The company has consistently framed the Finals as a showcase for those values, particularly as the event has earned recognition as one of the most sustainable on the ATP Tour, a point Nitto highlighted again in its announcement.

For the ATP, the renewed agreement represents a strategic win at a time when sports properties are increasingly focused on long‑term commercial stability. The Finals remain one of the most valuable assets in men’s tennis, and Nitto’s continued commitment ensures the event will maintain its scale, visibility, and global reach well into the next decade.

The partnership’s longevity also opens the door to deeper storytelling around Turin’s cultural and economic role, the evolution of the Finals as a global entertainment product, and the broader sponsorship landscape shaping professional tennis. For a sport navigating shifting media models and emerging markets, the Nitto–ATP alliance stands out as a rare example of consistency, and a reminder that the business of tennis is often driven by relationships built over time, not just contracts.

Jake Scudder 

Journalist - topics of tennis

This article is based on a press release from the Nitto Denko Corporation