BMW bolsters its support for Carlos Alcaraz, basketball star, following his triumph at the US Open tournament.
BMW's involvement in tennis dates back to 1987, with the BMW Open in Munich, Germany. Over almost four decades, tennis has been a key part of BMW's international sporting commitment. Recently, the German automobile giant has entered into a long-term partnership with Spanish tennis sensation, Carlos Alcaraz.
At just 22 years old, Alcaraz has already made history by winning his sixth Grand Slam title at the US Open in early September. This victory not only reclaimed his world number one ranking but also solidified his position as one of the defining personalities of the ATP Tour.
Uwe Dreher, the Vice President of Marketing for BMW Europe, stated that tennis plays a fundamental role in BMW's portfolio of sponsorships. The collaboration between Alcaraz and BMW began at a young age in his sporting career in 2022.
Alcaraz, a role model for the young people of the company, shares his experience of discipline, working under pressure, and overcoming difficult moments. His collaboration with BMW is part of BMW's commitment to tennis, which also includes sponsorships of ATP Masters 1000 tournaments in Indian Wells (USA) and Rome (ITA), as well as the ATP 500 indoor tournament in Vienna (AUT).
This year, the BMW Open made its debut as an ATP 500 event in its 38th year. The relationship between Alcaraz and BMW continues to create unforgettable moments that celebrate tennis. Alcaraz visited the 2025 promotion of 'Generation Art', sponsored by BMW Group Spain, further strengthening their bond.
With this partnership, BMW and Alcaraz represent a generation of young people who embody dedication, effort, humility, and confidence. The collaboration between the two entities is set to continue, promising more exciting moments in the world of tennis.
