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Laver Cup teams up with Fanatics on new retail and merchandise partnership

Tennis tournament, The Laver Cup has scored a new retail and merchandising partnership with Fanatics.

Under the multi-year deal, Fanatics will make available a new range of Laver Cup merchandise for fans across the globe, working closely with event organiers 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 20-22 September 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,” commented Steve Zacks, ceo of The Laver Cup. “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.”

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.

Brian Swallow, svp strategy and business development at Fanatics, continued: “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.

“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 Organisation 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 Bjorn’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.

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