The partnership’s financial terms were not disclosed. Julius Baer will run client activities at five tournaments: the BCI Seguros Chile Open in Santiago, the BMW Open in Munich, the Mallorca Championships, the Japan Open in Tokyo and the Swiss Indoors Basel. At other events during the season, the bank will have access to hospitality, player meetings and tennis clinics.
Julius Baer will also be the ATP Coaches Programme’s first official partner. The programme supports more than 230 coaches through education, recognition and commercial opportunities. The bank will present its Coach of the Month, Coach Spotlight and Coach of the Year awards.
Founded in 1970, the Swiss Indoors Basel is an ATP 500 event that attracts more than 65,000 spectators annually and is broadcast in 180 countries. From 2027, Julius Baer’s role as presenting partner will include placement in the tournament’s logo and branding, on-court visibility and client hospitality. The Santiago and Tokyo tournaments are in cities where the group has offices.
Banks use sports partnerships to reach clients and pursue business opportunities in the sector. Citi Wealth works with sports-team owners and prospective buyers, while Deutsche Bank’s private banking arm launched a specialist sports finance offering covering Europe and the US in March. In tennis, France’s BNP Paribas sponsors Roland Garros, three ATP Masters 1000 tournaments and other ATP and WTA Tour events. Standard Chartered sponsors Liverpool FC, and UBS sponsors the Mercedes-AMG Petronas Formula 1 team.
A September report by BWC Benchmarking on the financial health of the UK wealth sector said marketing spending as a share of revenue was relatively low compared with other industries, and argued that it must rise for firms to achieve more organic growth. The report said sports sponsorship and engagement could contribute, depending on whether a firm is targeting clients or other businesses. Julius Baer issued half-year financial results in July.
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