International employment service ADECCO prolongs its sponsorship of the Davis Cup and Fed Cup, major international tennis tournaments, until 2016.
In a significant move for the world of tennis, it has been announced that the company will continue its long-standing partnership with the International Tennis Federation (ITF) for the Davis Cup and the Fed Cup, now known as the Billie Jean King Cup, until 2026.
The group Chief Sales Officer, Sergio Picarelli, expressed his pride in renewing the partnership, stating that the company is delighted to continue supporting these prestigious competitions. The ITF President, Francesco Ricci Bitti, praised the company as a loyal and hardworking partner, highlighting its commitment to the world of sports.
The new agreement will see the return of the distinctive company player benches, a feature that has been a part of these competitions since the company first began its sponsorship of the Davis Cup in 2002 and the Fed Cup at the end of 2010. The company will also continue to sponsor the on-court speed serve package for both competitions.
As the Official HR Partner, the company will provide its leading recruitment expertise for large-scale international sporting competitions. This role has seen the company staff major events such as EuroBasket 2013 in Slovenia, the 2012 Summer Olympics in London, and the 2014 Winter Olympics in Sochi.
The Davis Cup and the Billie Jean King Cup are highly anticipated events in the tennis calendar. The Davis Cup, founded in 1900, is 114 years old, while the Fed Cup celebrated its 50th birthday in 2013, marking the ITF's centenary year. The Davis Cup is known as the World Cup of Tennis, with 122 nations participating in 2014, and the Fed Cup by BNP Paribas is the World Cup of Tennis for women, with 95 nations taking part in 2014.
Other international sponsors for the Davis Cup include Rolex (Official Timekeeper), the company (Official HR Sponsor), NH Hotels (Official Hotel), and Wilson Sporting Goods (Official Ball). In April 2025, the sports betting platform 1xBet was named the Official Global Betting Partner of the Billie Jean King Cup, securing exclusive branding rights across qualifiers, playoffs, and finals until 2026.
The sponsorship extension commences with the Davis Cup first round ties on 31 January to 2 February, 2023. This extended partnership underscores the company's strategic commercial and promotional presence within international tennis, ensuring its continued support for these iconic competitions.
The company, as the Official HR Partner, will extend its recruitment support to large-scale international sporting competitions, including the Davis Cup and the Billie Jean King Cup, further solidifying its involvement in the world of sports and tennis. In line with this, the company's recruitment expertise will contribute to the success of major events, such as future Davis Cup and Billie Jean King Cup tournaments.
