Stella Artois has been named the Official Beer of the Laver Cup 2026, as the premium beer brand strengthens its association with tennis.
The tournament will take place at The O2 in London from 25-27 September, bringing together six of Europe’s leading male tennis players against six players representing the rest of the world.
As part of the partnership, Stella Artois will be featured across the tournament’s VIP hospitality areas and Fan Zone, as well as at the Laver Cup’s ‘Opening Night Gala’.
The partnership will also see the brand bring its ‘Perfect Serve’ campaign to the tournament, with content highlighting Stella Artois’ traditional chalice-pouring ritual set to feature across social media 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.”
Marcel Marcondes, global chief marketing officer at AB InBev, said the partnership continued Stella Artois’ investment in tennis and would bring the brand together with “one of the sport's most exciting formats”.
“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,” he said.
The Laver Cup, named after Australian tennis legend Rod Laver, is played over three days on a black court and alternates between host cities in Europe and the rest of the world each year.