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Rolex, the Swiss wristwatch manufacturer, has 20 active sponsorship deals currently under its portfolio in tennis as per GlobalData's Sponsorship database. As per GlobalData's Sponsorship database, Rolex signed its most recent sponsorship for ATP Cup for the 2024 season, in a deal worth $0.16 million.

They include beer brand Heineken and luxury watch maker Rolex which pay estimated annual fees of $50 million andR$45 million respectively. Global partners get benefits such as use of the F1 logo in their advertising campaigns, title sponsorship of races and banners around the track throughout the season.