Davis Cup
Rakuten is proud to be the Global Innovation and Entertainment Partner and Global Presenting Partner for the Davis Cup.
Rakuten has been named the Global Innovation and Entertainment Partner and Global Presenting Partner for the Davis Cup, the sport’s biggest annual international team competition. Aptly renamed the Davis Cup by Rakuten, this multi-year partnership is Rakuten’s first with the International Tennis Federation.
One of the longest-running tennis events in the world, the Davis Cup originates in the late 19th century in the United States, featuring a heated match between the best American tennis players and their British opponents. However, the first official Davis Cup debuted in 1990 between the same countries of teams, with teams from other countries joining in the subsequent years. A defining and unique element of the 119-year history stems from a belief that Rakuten holds dear to its founding - the importance of teamwork. The Davis Cup, contrary to many modern tennis tournaments, requires that participants play in teams representing their home countries instead of being individual players, garnering the nickname the “World Cup of Tennis.” In 2019, 18 countries will compete in the Davis Cup, ending with a week-long bout of finals and the crowning of the new champions.
Although the Davis Cup is a long time believer in tradition, the organization is not afraid to embrace innovation. Representing a massive platform to build an unparalleled bond with its community, the Davis Cup has the potential to achieve a new wave of progressive and groundbreaking developments thanks to its growing popularity. Benefitting from its partnership with Rakuten, the Davis Cup is being exposed to new technologies, resources and ideas to make it even more enjoyable for its players and its fans, as well as expanding its reach potential to a larger global audience in exciting, new ways. More specifically, the team behind the Davis Cup is excited to work with Rakuten to develop new ways to interact with fans both inside and outside of Caja Mágica, its stadium in Madrid, Spain, to enhance the experience with Davis Cup Qualifiers and the Madrid Finals.
With over 1.2 billion members around the world, Rakuten will leverage its position as a global leader in e-commerce, communications and fintech as well as its successful membership loyalty programs to promote the Davis Cup experience to one that thrives in the digital world, including the extension of offline activations that will improve the overall fan experience, regardless of where they are. Part of the Rakuten ecosystem is Rakuten Viber, a free global messaging system, which will become the Davis Cup’s new online communication and content-sharing platform for its fans. Additionally, Rakuten will collaborate with the Davis Cup to devise new programs tailored specifically to its goals of engaging and rewarding supporters in Caja Mágica and beyond.
Becoming the global partner for the Davis Cup allows Rakuten to make progress in its mission to empower and inspire communities, bringing together people from all around the globe on a common appreciation for the game of tennis. The power of sports is that it can embolden individuals with the optimism and excitement that drives businesses and groups like Rakuten and the Davis Cup to innovate and make positive change happen.