BMW just locked down one of sport’s brightest stars for the long haul, extending its partnership with Carlos Alcaraz after the Spanish sensation reclaimed the world number one ranking at the US Open.
The 22-year-old’s sixth Grand Slam title made him one of only a handful of players to reach that milestone at his age.
The German luxury brand showed serious foresight by signing Alcaraz in June 2022, before his first Grand Slam win and before he became the youngest world number one in ATP history later that year. That early backing meant BMW already had him fronting electric car campaigns when his career exploded into superstardom.
Alcaraz now sits alongside tennis legends like Björn Borg and Rafael Nadal as the only players to collect six Grand Slams before turning 23. His Hall of Fame trajectory makes BMW’s early investment look like genius level sports marketing.
“Tennis plays a crucial role in our sponsorship portfolio,” said Uwe Dreher, Vice President of Marketing for BMW Europe. “His passion for the sport and pursuit of excellence align with our brand values. Together, we will create unforgettable moments that celebrate tennis and strengthen our bond with customers.”
BMW’s tennis involvement spans nearly four decades, starting with the BMW Open in Munich in 1987. The tournament was upgraded to ATP 500 status in 2024, marking 38 years of collaboration. The brand also sponsors ATP Masters 1000 events in Indian Wells and Rome, plus the ATP 500 indoor tournament in Vienna.
Alcaraz brings more than just tennis credentials to the partnership. BMW Spain has leveraged his youth appeal, using him as a role model in campaigns targeting younger demographics and supporting initiatives like the Princess of Girona Foundation’s ‘Generación Arte’ program.
“I am thrilled to continue being part of the BMW family, whose values have always resonated deeply with mine,” Alcaraz said. “I am grateful to BMW for the support I received even before winning my first Grand Slam.”
