The ATP has moved into retail with its first official merchandise store, which debuted online in January 2026 and has been installed in the fan village at the Mutua Madrid Open. The ATP Store offers branded tennis apparel and accessories, including hoodies, caps and tees, plus collaborations with Palmes Tennis Society and apparel from Lacoste. The on-site space is presented as a curated in-person shopping experience for fans.

“Fans are increasingly looking to connect with our sport beyond the matches,” Daniele Sano, ATP Chief Business Officer, said in a statement. “As tennis continues to grow in the fashion and lifestyle space, the opening of our first in-person ATP Store creates a new way to experience the Tour, helping us to reach new audiences, expand our global footprint and elevate the ATP’s cultural relevance.”

Players arriving in Madrid included Alex de Minaur, Gabriel Diallo and Alexander Zverev, with images credited to Instagram @atptour. The store and the arrivals moments are part of a broader emphasis on style and content around events.

The Tour has expanded off-court offerings with ATP Style Studio at select tournaments, giving players access to a stylist and a designer wardrobe. Since March, the Tour has staged “Athlete Arrivals” at several big tournaments, including Madrid. These moments are designed to mirror the tunnel walk scenes that often go viral in Formula 1 and NBA, with a photographer on hand so players can generate content to share on social media.

The retail push and arrival activations are linked to the ATP’s OneVision roadmap, a multi-pronged strategy focused on growing the sport’s global reach and deepening fan engagement among younger audiences. Speaking at the 2026 Australian Open, ATP CEO Eno Polo emphasized creating multiple touchpoints for fans: “At the end of the day, without the fans we wouldn’t be here. The fans can connect through the sport of tennis by buying a ticket and coming here,” Polo said in Melbourne. “We had a record attendance in 2025 of 5.6 million, which is great, but we reached close to one billion viewers. So that’s where the (opportunity) is; there’s the 5.6 million, and all the rest are watching.”

Behind the scenes the Tour has refreshed its digital identity, rolling out the “It All Adds Up” campaign developed by Wieden+Kennedy and unveiling a streamlined new logo and brand system developed with Chermayeff & Geismar & Haviv.

Jannik Sinner recovered from a first-set loss to defeat Benjamin Bonzi 6-7 (6), 6-1, 6-4 and advance at the Mutua Madrid Open. The victory marked his 18th consecutive win and continued a 23-match run at the Masters 1000 level dating back to the Rolex Paris Masters last fall.

“I struggled quite a lot here, but I knew this before the match that these are very unique courts and conditions,” Sinner said on court after the match. “But I believe every day is different and can make a big difference. I know this, so I can improve slightly for the next round. I tried to stay calm mentally, and that’s why I won today. Tennis-wise, we’ll try to improve. I have one day off, so I’ll use it in a positive way, and we’ll see how far I can go.”

Sinner began his bid to become the first man to claim five straight Masters 1000 titles and did so without a chief rival expected to compete in the remainder of the clay swing. Carlos Alcaraz announced plans to withdraw from the Internazionali BNL d’Italia and Roland Garros because of a wrist injury, a development that opens a clearer path at Madrid and beyond.

“At the moment, I’m trying to figure out how to play here on this surface,” Sinner said of the possible “Djokemon.”

“We go day by day and we see how it goes. It’s, of course, I know what’s on the line, but at the same time, I don’t focus on this. We know what we have to do. We try to go as far as we can but at the same time, I look at my body and see how it feels. Then, we see what’s coming.”

Against the in-form French qualifier, Sinner surrendered a tight first set after a missed set point in the tiebreak but dominated the second. He secured a crucial break early in the deciding set and served out the match on his first opportunity. The contest lasted two hours and 20 minutes on Manolo Santana Stadium.

Sinner has now won every Grand Slam and Masters 1000 event except Madrid, Rome and Roland Garros. With Alcaraz absent, the Italian can pursue a haul that would leave him one of the few to have claimed all 13 Masters titles, a list last completed by Novak Djokovic.

Carlos Alcaraz has announced he will sit out the rest of the clay-court season to recover from a right-wrist injury that forced an early end to his Barcelona Open Banc Sabadell campaign last week. The world No. 2 withdrew from his home tournament in Madrid for further evaluation before arriving at this decision.

The injury denies Alcaraz the opportunity to pursue a three-peat at Roland Garros, where he had delivered consecutive five-set final wins in Paris. He also entered the clay swing as the reigning Internazionali BNL d’Italia champion, having defeated Jannik Sinner in both 2025 blockbuster finals.

“After the results of the tests carried out today, we have decided that the most prudent thing to do is to be cautious and not participate in Rome or Roland Garros as we wait to evaluate the progress so we can decide when to return to the court,” Alcaraz wrote on social media. “This is a difficult time for me, but I am sure we will come out of it stronger.”

Alcaraz had begun the year on a 16-match win streak and became the youngest man in history to complete a Career Grand Slam following his Australian Open triumph. His withdrawal from the French Open now alters the dynamics of the clay season and the race for major titles on the surface.

With Alcaraz sitting out, the decision also has implications for rivals. The move strengthens Jannik Sinner’s chances of finishing his own Career Slam, a prospect noted in coverage of the developing clay calendar.

The Spaniard and his team will monitor recovery and testing to determine a return date. For now, the emphasis is on rest and rehabilitation as Alcaraz pauses his campaign on clay to prioritise long-term fitness.