Stella Artois, one of the world's leading premium beer brands, will join the Laver Cup as the Official Beer of Laver Cup 2026, to be held at The O2 in London from September 25–27.
The partnership reflects a natural synergy between two brands defined by their commitment to delivering world-class, premium experiences. As the 2026 tournament’s Official Beer, Stella Artois will be prominently featured within the Laver Cup’s VIP hospitality areas, in the Laver Cup Fan Zone, and at the tournament's signature ‘Opening Night Gala’.
Laver Cup will also collaborate with Stella Artois to bring to life its ‘Perfect Serve’ campaign – a centuries-old ritual for pouring the perfect chalice of Stella Artois – across social media channels during the competition.
"Stella Artois’ iconic brand and its reputation for elevating social experiences make it an ideal partner for the Laver Cup,” said Steve Zacks, Laver Cup CEO. “Their presence in our premium hospitality will add further distinction to the event.”
Stella Artois’ long-standing connection to the sport of tennis and its dedication to premium experiences align seamlessly with the event.
"This partnership with the Laver Cup continues Stella Artois’ investment in tennis; bringing the brand together with one of the sport's most exciting formats,” said Marcel Marcondes, Global Chief Marketing Officer, AB InBev. “Stella Artois and tennis go hand-in-hand because both come down to executing the Perfect Serve, and this partnership will create premium fan experiences that highlight a taste worth more.”
Bringing together six of the best men's tennis players from Europe to compete against six of their counterparts from the rest of the World, the Laver Cup is named in honor of Australian tennis legend Rod Laver. The high-stakes competition is played on a dramatic black court over three days and rotates host cities between Europe and the rest of the World each year.
For player updates, event news and ticket information, fans are encouraged to register as a ‘Laver Cup Insider’ at lavercup.com.
