Asti & tennis, “double win”: new 5-year partnership with the Italian Tennis Federation

From football to Formula 1, from cycling to rugby, and tennis, the bond between wine and sport continues to grow stronger, captivating athletes who are passionate about great labels and their regions, teams celebrating victories by uncorking iconic bottles from prestigious brands, and wineries that view sport as a strategic investment in marketing and communication with significant reputational returns. This is certainly the case for Asti DOCG Consortium, which has strengthened its partnership with the Nitto ATP Finals. Starting with this year edition, scheduled to take place in Turin from November 12th to 22nd, and continuing through 2030, Asti DOCG will once again serve as the event Official Sparkling Wine. The tournament will feature the world top 8 players in both singles and doubles, including current world No. 1 Jannik Sinner, thanks to the renewed 5.year agreement, this time signed with the Italian Tennis and Padel Federation (following the previous partnership with the ATP Tour).
In Italy, enthusiasm for tennis continues to grow, fueled by the extraordinary results achieved in recent years by Italian players. The accomplishments of Jannik Sinner, together with the performances of the entire Italian tennis movement and victories in the Davis Cup and Billie Jean King Cup, have brought increasing numbers of people closer to the sport, both as spectators and participants. This enthusiasm shows no signs of slowing down and is reflected in the tremendous interest surrounding the Nitto ATP Finals in Turin, which have become one of the most eagerly anticipated sporting events for both Italian and international audiences.
“After the five-year period from 2021 to 2025, during which we stood alongside the elite of world tennis, we decided to renew the agreement for another five years, this time with the Italian Tennis and Padel Federation - comments Giacomo Pondini, director of the Asti DOCG Consortium - it is a successful partnership that allows us to associate the Asti brand with the world of tennis, expanding the audience of enthusiasts and potential new consumers we can reach. The figures speak for themselves: last year, only in Italy, the final in which Sinner defeated Alcaraz became the most-watched tennis match ever, attracting approximately 6.7 million viewers. This success is also reflected in the increase in tennis enthusiasts, who reached 19.8 million people in 2025, representing a 23% increase compared to 2021”.
“The renewal of the agreement with the Asti DOCG Consortium confirms the value of a partnership which has accompanied the growth of the Nitto ATP Finals in Turin over recent years - affirms Marco Martinasso, general director of the FITP - together, we have strengthened the event connection with Piedmont and with one of the region most renowned excellences.
The confirmation of Asti as the Official Sparkling Wine of the Nitto ATP Finals reflects our desire to enrich the tournament experience through partners capable of expressing the quality, identity, and prestige of made in Italy. It is particularly significant to continue this journey during a period of extraordinary growth for tennis in our country, as demonstrated by increased participation and audience engagement, with Italian tennis achieving unprecedented milestones”.