LA LIGA TO SPONSOR DAVIS CUP
MADRID: Spanish football’s wealthy La Liga is to become a sponsor of tennis’ revamped Davis Cup for the next four years, sports bodies said on Thursday. Founded in 1900, Davis Cup is the largest annual international team competition in sport, but has suffered as a spectacle since many top players began opting out. To breathe life into the tournament, the International Tennis Federation (ITF) signed a 25-year $3 billion deal last year with an investment group called Kosmos, fronted by Barcelona footballer Gerard Pique. It’ll now comprise of a week-long, World Cup-style knockout event between 18 countries at the end of the regular season. This year’s finals are in Madrid in November. “The cross-sport partnership with La Liga is innovative for the Davis Cup,” ITF president David Haggarty said. “This will widen our reach to not only tennis fans but other sports enthusiasts.” No financial details were given. La Liga will promote Davis Cup via international broadcasts in 200 countries during league matches throughout October.