ATP ATP 500 Madrid Open
ATP opens its first official merchandise store in Madrid after January online debut
ATP launched an official online store in January 2026 and opened a pop-up shop at Madrid Open. Fans.
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.
ATP Madrid Open Masters
Coach’s blunt command steadies Arthur Fils in three-set Madrid win
A terse instruction from his fitness coach helped Arthur Fils steady himself and win in Madrid. now.
Arthur Fils recovered from a mid-match wobble to outlast Ignacio Buse, 6-7 (4), 7-6 (3), 7-5, in a second-round match at the Mutua Madrid Open. The 21-year-old Frenchman, fresh from capturing an ATP 500 title in Barcelona, needed almost three hours to complete the turnaround.
Fils admitted he “started to go crazy” after dropping an early break in the deciding set. At that moment his fitness coach, Lapo Becherini, intervened. “He told me shut the f*ck up!” laughed Fils as he recounted the scene to Prakash Amritraj.
““He tells me that. Then I’m starting to get mad and he tells me, ‘no, shut the f*ck up! It helped me. Then I started to be quiet and started to think more about the tennis.” After a period of silence and refocus, Fils immediately regained serve and then secured the decisive break to end the match after two hours and 52 minutes.
The victory extended a strong run for Fils this season. The 21-year-old won an ATP 500 in Barcelona, capping that event with wins over Lorenzo Musetti, Rafael Jodar and Andrey Rublev. Since returning from a lengthy back injury, Fils is 19-5 for the season.
Reflecting on form and temperament, Fils said, “When you feel good like this, especially on clay, it’s tough to beat me.” He also addressed balancing emotion and control: “In Barcelona, I found it pretty good. And it helped me. Today, I lost a big more. I dig deep a bit more. You gotta do what you gotta do to win.”
The match showcased Fils’s ability to steady himself under pressure and convert momentum late in close encounters. He moves on from Madrid having survived a tight three-set test and carried forward the confidence from his recent title run.
ATP French Open Grand Slam
Alcaraz’s wrist injury hands Jannik Sinner the clay swing alone
Alcaraz withdraws with right wrist injury, leaving Jannik Sinner to steer the clay season alone. also.
Carlos Alcaraz’s decision to withdraw with a right wrist injury has reshaped the clay season and left Jannik Sinner as the clear figure to beat. A year after saving three match points to beat Sinner in what the draft calls the best final in Roland Garros history, Alcaraz said that a right wrist injury will keep him from defending his crown.
The immediate consequence is Sinner standing alone at the top. His win streak extended from 17 to 18, and he holds the No. 1 ranking, which he seized from Alcaraz in Monte Carlo. Sinner sits a commanding 8,000 points ahead of the next active player, Alexander Zverev, and he has no points to defend in Madrid while Alcaraz will be absent for Rome and Paris. The possibility now exists that Sinner could win Monte Carlo, Madrid, Rome and Roland Garros by mid-June.
The season had promised a sustained duel. Alcaraz began the year with 16 straight wins and the Australian Open, while Sinner followed with 18 straight victories and the Sunshine Double at Indian Wells and Miami. They met at the season’s first clay Masters 1000 in Monte Carlo, where Sinner won a competitive two-set final.
No one in the Top 10 appears ready to step fully into Alcaraz’s shoes as Sinner’s main rival. Excluding the also-absent Novak Djokovic, the rest of the Top 10 are a combined 15-53 against Sinner. Still, several players could fill the vacuum and test Sinner on clay.
Arthur Fils, fresh from a Barcelona title, is a new threat and has only faced Sinner once. Young players such as Rafael Jodar and Joao Fonseca, both 19, can rise in Alcaraz’s absence. Lorenzo Musetti, Flavio Cobolli and Andrey Rublev remain dangerous on clay; Musetti lost to Alcaraz in the Rome and Roland Garros semifinals last year, and Rublev and Cobolli reached finals in Barcelona and Munich this spring.
The Americans should benefit too. Last year Tommy Paul and Frances Tiafoe both reached Roland Garros quarterfinals but neither could get past Alcaraz, who eliminated Paul and Ben Shelton. Novak Djokovic, depending on health and priorities, may gain the biggest advantage since Alcaraz blocked his bid for a 25th major at the Australian Open earlier this year.
Sinner, however, still must play the matches and manage the internal pressure. As the draft notes, he may feel “here’s my chance, I better not blow it.” On Friday in Madrid, the same day Alcaraz announced his withdrawals, Sinner dropped the first set to Benjamin Bonzi.
ATP Madrid Open Masters
Sinner rallies to extend streak to 18 as Alcaraz withdrawal reshapes Madrid draw
Sinner rallied from a set down to beat Bonzi, stretching his streak to 18 as Alcaraz withdraws today.
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.
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