BMW has extended his partnership with the Spanish tennis player Carlos Alcaraz and strengthened a relationship that began in 2022. The brand has been involved in Tennis for almost four decades, from the sponsorship of the BMW Open in Munich to support tournaments in Indian Wells, Rome and Vienna. The sequel to Alcaraz shows BMW’s intention to remain visible in a sport that she has consistently supported.
Uwe Dreeher, Vice President Marketing BMW Europe, said the step: “Tennis plays a basic role in our sponsoring portfolio. We are happy to continue our trip with Carlos Alcaraz.
A partnership that started early
Alcaraz signed BMW in June 2022 before his first Grand Slam title and later became the youngest world No. 1 in ATP history this year. The early support of BMW meant that he was already campaigns for the company’s electric cars when his career started. Now 22, Alcaraz has collected six Grand Slam titles and returned to the top of the ranking after winning the US Open at the beginning of this month. Carlos Alcaraz is no longer an up -and -coming star -with six Grand Slam titles at the age of 22, a performance that only fits with a handful of legends like Björn Borg and Rafael Nadal.
When he looked back on the partnership, he said: “I am very happy to continue to be part of the BMW family, whose values - honesty, excellence, innovation and joy – always have deeply with my own arrangements.
BMW and tennis decades back for decades
The history of BMW in tennis began in 1987 with the BMW Open in Munich. The tournament has developed into one of the longest existing partnerships in professional tennis and was built on ATP 500 status in 2024. Beyond Munich is BMW sponsor of the ATP Masters 1000 Events in Indian Brunnen and Rome as well as the ATP 500 Indoor tournament in Wien.
