WASHINGTON, D.C., March 29, 2023 – The Professional Tennis Players Association (PTPA), global advocates for women’s and men’s professional tennis players, is pleased to announce its new partnership with CSM, a leading global sport and entertainment agency. The collaboration will see CSM serve as the official partnership development agency for the PTPA and its for-profit affiliate Winners Alliance, with a focus on bringing new partnership opportunities to professional tennis players as a collective. This marks a major milestone for the PTPA and a significant step forward in elevating the position of and commercial opportunities for professional tennis players.
This partnership with CSM comes on the heels of the PTPA’s success at the Australian Open earlier this year, and it underscores the association’s mission to provide a unified voice for professional tennis players.
CSM will work closely with the PTPA and Winners Alliance to develop a partnership strategy to seek corporate alliances, across the full range of PTPA’s impactful platforms. CSM has decades of experience building innovative partnerships with some of the world’s most influential brands and properties, including the likes of New York Road Runners, Unilever, NFL International and Activision Blizzard.
Ahmad Nassar, PTPA Executive Director and Winners Alliance CEO, remarked: “Our objective is to empower professional tennis players through exciting new partnership opportunities. With CSM as our official partnership development agency, a global leader in sports and entertainment, we aim to elevate the position of players within the sport by developing innovative partnerships that will take their careers to the next level. Through our collective efforts, we seek to unlock new opportunities and bring about positive change for the players.”
Speaking on the partnership, Ross Meltzer, President, Properties & Chief Business Officer at CSM North America said, “We are excited to collaborate with the PTPA and its athletes. As a united and influential group of professional tennis players, the PTPA has the potential to make a significant impact on the sport, and we are committed to supporting their efforts by securing new partnerships. Our goal is to provide meaningful, memorable and measurable impact for our brand partners, so we are looking forward to working with PTPA to deliver just that.”
About the Professional Tennis Players Association
The PTPA is uniting and mobilizing tennis players around the globe to create transparency and fairness in professional tennis. It is an independent organization dedicated to the advancement and protection of professional men’s and women’s tennis players across their entire professional journey. Through the PTPA, professional tennis players are building an equitable and sustainable competitive environment for players today and for generations to come, including health and safety issues, schedules, rules, purses, benefits and education. The PTPA is headquartered in the Washington, D.C. area with operations globally.
About Winners Alliance
Winners Alliance, the PTPA’s for-profit affiliate, was founded in August 2022 to generate and maximize off-the-court commercial opportunities for players and their agents, emulating the successful model of players associations in other sports.
CSM is a global sport and entertainment agency, offering our clients end-to-end marketing services. We bring partnerships to life for brands, rights holders and talent by leveraging our unrivalled relationships and expertise across the industry and create extraordinary live experiences. Driven by performance, we deliver meaningful, memorable and measurable impact for our clients. Home to a team of 1,200+ people across 20+ locations worldwide, we believe in the power of sport and entertainment to inspire a better world.
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