Roger Federer's Guide to Creating a Succesful Racket Sports Event

Selling out arenas, attracting luxury sponsors, and igniting competitive bidding wars among global host cities, the Laver Cup has quickly established itself as more than a tribute—it’s now a premium event with real staying power.

A Tournament That Sells Out and Scales Up

This weekend, the Laver Cup takes over San Francisco’s Chase Center, a $1.4 billion arena more often associated with the Golden State Warriors. Over three days, more than 80,000 fans will pass through the turnstiles—arriving from all 50 states and dozens of countries. Every session is sold out. Tickets range from $44 for entry-level access to $30,000 for hospitality in the Rocket Lounge. In total, 2025’s edition is projected to generate more than $20 million in ticketing revenue alone, part of a wider $50 million commercial haul that also includes sponsorship and broadcast rights.

The Format: Tennis Meets the Ryder Cup

The competition’s appeal is tied to its distinctive format. Six of Europe’s top men’s players face six of their counterparts from the rest of the world. The scoring escalates across three days—Friday worth one point per match, Saturday worth two, Sunday worth three—ensuring the winner is never crowned before the final day. Each player on the winning team takes home $250,000.

This year’s roster features six of the world’s top twelve players, including Carlos Alcaraz, Alexander Zverev, and Taylor Fritz. Captains Yannick Noah (Team Europe) and Andre Agassi (Team World) select “Captain’s Picks” to round out the teams, making for a blend of automatic qualification and strategic choice. The result is a rare environment where rivals become teammates, fueling both camaraderie among players and unique theatre for fans.

Federer’s Legacy, But Built to Last

The Laver Cup benefitted early from Federer’s personal brand equity. His founding sponsors—Rolex, Mercedes-Benz, and UBS—backed the event from its inception in 2017. Many expected the tournament to struggle following Federer’s retirement in 2022. Instead, the opposite has occurred: sponsorships have expanded, new commercial partners have come aboard, and more than half of sponsor revenue now comes from brands not directly tied to Federer himself.

Blue-Chip Sponsors, Independent Identity

Rolex remains the event’s cornerstone partner, recently committing to a long-term extension. Mercedes-Benz and UBS have renewed as well, while newcomers such as Alipay+, Perplexity, Flexjet, and Boss underscore the Cup’s ability to attract premium, globally minded brands. Importantly, these sponsorships aren’t simply vanity placements—the Laver Cup’s unique broadcast product, instantly recognizable black courts, and global reach make it a property with both brand prestige and tangible ROI.

Economic Impact and Global Bidding

The Laver Cup has also become a sought-after event for host cities. Past editions in Prague, Geneva, London, Boston, Chicago, and Berlin have demonstrated measurable economic impact. Independent studies suggest an average of $58.5 million in regional economic boost, with certain host years exceeding $89 million and creating hundreds of temporary jobs. Unlike many sporting events, the Laver Cup’s traveling fan base delivers true net-new tax revenue, as thousands of fans journey from abroad specifically for the tournament.

As a result, cities are lining up to bid for hosting rights. San Francisco holds this year’s event, with London scheduled to return as host in 2026.

A Blueprint for the Industry

Launching new sports properties is notoriously difficult in today’s crowded marketplace. Yet the Laver Cup has not only broken through—it’s thriving. The formula is clear: a premium product, a simple but distinctive format, blue-chip commercial partners, and the credibility of Federer’s legacy.

For stakeholders across the racket sports industry, the Laver Cup offers a modern blueprint: combine authenticity with smart economics, ensure global distribution, and deliver a fan experience that blends exclusivity with accessibility.

What began as an experiment has become a fixture on the tennis calendar—and one of the most successful new ventures in global sport.