The International Tennis Federation (ITF) has announced Louis Vuitton as the official trophy partner of the revamped Davis Cup. As a part of the partnership deal, the world famous French Fashion brand Louiss Vuitton will design the Davis Cup Trophy travel case for the next four years.

With the new format to land this year where instead of fixtures taking place across the world following a knock out format, the Davis Cup Champions will now be decided at an 18-team finals in the same city. This year’s inaugural matches which is also dubbed by many as ‘the world cup of tennis’ will take place in Spanish Capital of Madrid.

Marking as the 108th edition of Davis Cup, Madrid event will roll out in collaboration with ITF which partnered with Investment group Kosmos to bring some changes.

According to ITF Statemnet,”The International Tennis Federation and Kosmos are honored by this partnership which elevates the legend of such a valuable and unique trophy in the world of sports,” an ITF statement said.

“Louis Vuitton’s association with this prestigious event, existing since 1900, shows its trust in the new era of the competition that aims to bring the tournament to the very top of the sport.

In line with Louis Vuitton’s history of creating bespoke travel cases for the world’s most iconic trophies such as the FIFA World Cup, Rugby’s Webb Ellis Cup or the America’s Cup, the Davis Cup trophy travel case will be handcrafted by skilled artisans in the historical Louis Vuitton workshop in Asnières, France.”

In order to cut the clutter in the list of participating countries for the Davis Cup finals, there will be a qualifying round which is scheduled to be held on the 1st and 2nd February.

Earlier, Defending champions including Croatia, France, Spain and United States have already been slots for the Madrid event after they reached the 2018 Semi-Finals.

The 2015 and 2016 winners, Argentina and Britain respectively, have also been given wildcard places to compete at La Caja Mágica.

ITF President David Haggerty said the new format would help provide an extra $25 million (£19 million/€21 million) a year for global tennis development.

But some players and officials spoke out at the change and claimed the reforms would “kill” the Davis Cup and its history. The Association of Tennis Professionals are also launching their own world team competition in 2020, which is seen as a direct rival to the Davis Cup.


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