Betway announced as latest international sponsor of Davis Cup and Fed Cup tournaments

Betway have been announced as an international sponsor of the Davis Cup and Fed Cup tournaments ©ITF

Betway, one of the world’s leading betting and gaming companies, have been announced as an international sponsor of both Davis Cup and Fed Cup tournaments by the International Tennis Federation (ITF).

Both parties have agreed a three-year deal, concluding at the end of 2018, which will see the company receive branding on court at all Davis and Fed Cup World Group ties.

The company were first introduced as an international sponsor at the Fed Cup final which took place in Czech Republic’s capital city Prague where the host nation triumphed for the fourth time in five years, beating Russia 3-2 to retain the title.

“The ITF welcomes Betway to our family of sponsors,” said David Haggerty, ITF President.

“To continue strengthening our flagship events, Davis Cup and Fed Cup by BNP Paribas, the support of strong and creative partners like Betway who will elevate our fans’ enjoyment of the competitions is an important initiative.

“Betway is a well-respected international betting brand, the ITF and Betway share the mission to keep the sport of tennis clean.”

Both the ITF and Betway have claimed several innovative activations will be at the centre of the partnership to strengthen fans engagement with the Davis Cup and Fed Cup competitions.

The ITF have also stated that all elements of the deal are fully compliant with the rules and interpretations of the Tennis Anti-Corruption Programme.

Betway were introduced as a sponsor at the Fed Cup final in Prague ©Getty Images

“Davis Cup and Fed Cup by BNP Paribas fit perfectly within our roster of exciting, high profile sponsorships,” said Anthony Werkman, marketing and operations director of Betway.

“We are especially looking forward to this weekend’s Davis Cup by BNP Paribas Final in Belgium, as it is a key market for us following our recent launch in the country.”

The announcement of the partnership continues the strengthening of sponsorship deals for both the Davis Cup and Fed Cup competitions, with the ITF having renewed an agreement with international sponsor Adecco.

Additionally watchmakers Rolex also renewed their sponsorship of the Davis Cup earlier this year.

The news comes ahead of this year's Davis Cup final between Belgium and Britain, with the event set to take place in the Flanders Expo in Ghent.