Crypto firms deepen tennis ties: ATP Tour signs deal with Bitpanda

The ATP Tour has announced a multi-year agreement with Austrian fintech unicorn Bitpanda, positioning itself as Europe’s leading platform for crypto investments.

Bitpanda offers services in crypto brokerage, as well as trading in commodities and securities. In 2021, the company reached a valuation of over $4 billion, becoming Austria’s first startup to achieve unicorn status.

Under the agreement, starting in 2025, Bitpanda will become an official partner of several ATP 500 and ATP 250 tournaments, including flagship events in Hamburg, Basel, and Halle, along with other European stops.

Previously, Bitpanda worked individually with players such as Alexander Zverev, Dominic Thiem, and Stan Wawrinka. Now, the company is taking a strategic step forward by strengthening its connection with the tennis audience on an institutional level.

For its part, the ATP has been observing Bitpanda’s activity in tennis and appears to be interested not only in the financial side of the deal, but also in the potential to develop new ways of engaging with fans.

According to ATP’s Chief Business Officer Daniele Sano, the world of digital asset trading is becoming increasingly relevant, and the tour is exploring it actively:

“This partnership builds on Bitpanda’s existing support for tennis — both players and events — and brings fresh energy and ideas to the way we engage with fans,” he said.

Bitpanda CEO and co-founder Eric Demuth emphasized that the ATP Tour audience “perfectly aligns” with the company’s target group.

Throughout the season, Bitpanda users will have access to exclusive benefits, including ticket giveaways, player meet-and-greets, and special tournament-related content. The partnership officially launches on April 15 with a Bitpanda event held during the BMW Open in Munich.

Interestingly, this is not the first time crypto companies have partnered with tennis properties. Crypto.com previously served as title sponsor of the Next Gen ATP Finals in Milan, and FTX, before its collapse, had signed endorsement deals with players including Naomi Osaka. In recent years, crypto and fintech brands have increasingly viewed tennis as a valuable platform to reach a global, mature, and financially active audience.