Dutch tennis unites to seek single sponsor for TV, tournaments, and grassroots

Four major players in Dutch tennis — the national federation (KNLTB), broadcaster Ziggo Sport, and the organisers of the ABN Amro and Libema Opens — have come together to find a single sponsor for the sport as a whole.

Their joint initiative, called 365 Days of Tennis, aims to secure a long-term partner willing to support both professional tournaments and grassroots programmes.

This kind of coordination is rare. Normally, each part of the tennis ecosystem looks for sponsors on its own, leading to competition and mixed signals. The Dutch model offers a more streamlined approach: one sponsor, one message, year-round coverage. In return, the brand would gain exposure across television, live events, social media, and the full calendar of Dutch tennis. Together, the two tournaments attract over 200,000 spectators and reach a global broadcast audience of more than 100 million.

Talks with potential sponsors are already under way, led by the marketing agency SportVibes. The pitch is not just about visibility — it is about aligning with the sport at every level.

If it works, the project could offer a useful template for other markets. In a fragmented media landscape, a more unified offer may prove more valuable — and easier to sell.