BMW has officially extended its partnership with Spanish tennis star Carlos Alcaraz, reinforcing a relationship that began in 2022. The renewed collaboration highlights the brand’s long-standing commitment to tennis and its strategic alignment with one of the sport’s brightest talents.
A shared pursuit of excellence
Uwe Dreher, Vice President Marketing BMW Europe, emphasized the synergy between Alcaraz and the brand’s values. “Tennis plays a fundamental role in our sponsorship portfolio. We are delighted to continue our journey with Carlos Alcaraz. His passion for sport and his pursuit of excellence are consistent with the values of our brand.” The extension reflects BMW’s intent to remain a visible and influential presence in global tennis.
Supporting Alcaraz from the start
Alcaraz first signed with BMW in June 2022, before winning his maiden Grand Slam and becoming the youngest world No. 1 in ATP history. BMW’s early support positioned him as a face of their electric vehicle campaigns, including the BMW iX1. Now 22, Alcaraz has claimed six Grand Slam titles and recently returned to the top of the rankings after winning the US Open.
Reflecting on the partnership, Alcaraz said: “I am delighted to continue being part of the BMW family, whose values – honesty, excellence, innovation and joy – have always resonated deeply with my own. I am grateful to BMW for the support I received even before my first Grand Slam win and hope that we can enjoy many more successes together.”
BMW’s deep roots in tennis
BMW’s involvement in tennis dates back to 1987 with the launch of the BMW Open in Munich. The tournament, now upgraded to ATP 500 status, remains a cornerstone of the brand’s sports sponsorship portfolio. BMW also sponsors major ATP events in Indian Wells, Rome, and Vienna, reinforcing its global presence in the sport.
A partnership built for the future
With Alcaraz’s career continuing to soar and BMW expanding its focus on sustainability and innovation, the renewed partnership signals a shared vision for progress. As Alcaraz prepares for the next chapter in his career, BMW remains a key supporter, blending athletic excellence with cutting-edge mobility.
Carlos Alcaraz in 2025
Currently ranked no.1, Alcaraz played his last match on the 7th of September when he beat world no.2 Jannik Sinner 6-2 3-6 6-1 6-4 in the final of the U.S. Open to win his 24th career title.
Until now, during this year Alcaraz has an overall 61-6 match record. The Spaniard clinched 7 titles in 2025 in Rotterdam, Monte-Carlo, Rome, French Open, London, Cincinnati and U.S. Open. The Spaniard was the finalist in Barcelona and Wimbledon.
He is also scheduled to play in Tokyo (Japan Open Tennis Championships) on the 24th of September and Shanghai (Shanghai Rolex Masters) on the 1st of October.