Laver Cup Providing Growing Business Opportunities In Tennis

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Carlos Alcaraz of Team Europe during a Laver Cup practice at Chase Center in San Francisco. (Photo by Ezra Shaw/Getty Images for Laver Cup) Getty Images for Laver Cup When Laver Cup started in 2017, the initial six sponsors were all tied to one of the event’s founders, Roger Federer. Eight years later and the Laver Cup sponsorship list for its San Francisco edition has swelled to 22, a record. “From a client entertainment standpoint, I think it’s unmatched, from a hospitality standpoint,” Tony Godsick, Laver Cup chairman, tells me. “It’s a premium event. We move around to some pretty iconic cities.” From attracting some of the sport’s biggest names—three of the world’s top five players are playing on the black court of Laver Cup in Chase Center this year—to creating a fresh perspective of having those players compete over five sessions on three days, Godsick says they’ve built a “very unique” event. Add in the event’s tagline of rivals become teammates, allowing players who face each other each week to work together, and “the optics that you see get pushed out are really unique, it just doesn’t happen anywhere else.” One of Laver Cup’s founders, Roger Federer, still plays a key role in the event. (Photo by Eakin Howard/Getty Images for Laver Cup) Getty Images for Laver Cup That’s all part of the plan. “I think the sponsors really enjoy the innovative format,” Godsick says. “We put so much energy into building what we hope people think is like a permanent event for a small period of time. Sponsors see it too, and they feel like we’re investing in the brand and the experience for their clients and the guests.” Laver Cup is putting an emphasis on entertainment and building a modern way of expressing the players, pushing out…