Follador renews Rome WTA 125 sponsorship for a sixth straight year

Follador Prosecco dal 1769 will return as the official sparkling wine partner of the ATV Bancomat Tennis Open WTA 125 in Rome, extending a sponsorship that has now run for six straight years.

The Veneto winery said it will take part in the 16th edition of the women’s tournament, scheduled for July 13 through July 19 at Circolo Antico Tiro a Volo in Rome. During the week, the producer plans to host players, guests and spectators at an aperitivo lounge inside one of the club’s main hospitality areas, where it will pour a selection of its Prosecco Superiore DOCG wines.

The partnership also includes a presence at the tournament’s gala evening on July 15, one of the main social events tied to the competition. Organizers said the dinner will bring together players, sponsors, public officials and invited guests as part of a broader program that mixes sport, hospitality and networking.

The ATV Bancomat Tennis Open WTA 125 has become one of Italy’s established stops on the international women’s tennis calendar. The event is held under the patronage of the Lazio Region, Roma Capitale, the Metropolitan City of Rome, Sport e Salute and the Italian Tennis and Padel Federation. This year marks its 16th edition.

For Follador, the sponsorship fits a strategy that places its wines in premium sports and lifestyle settings, especially those with international visibility. The company is based in Col San Martino, in the Conegliano Valdobbiadene area, and traces its winemaking history to 1769. The family says nine generations have worked in the business since then.

Cristina Follador said the repeated presence at the tournament reflects both continuity and brand positioning. She said the company sees a close link between tennis and the image it wants to project through its wines, including elegance, precision and a strong connection to place.

The winery produces Prosecco Superiore DOCG from Glera grapes grown in the hills of Conegliano Valdobbiadene, a UNESCO World Heritage site. It says its sparkling wines are made using the Metodo Gianfranco Follador, a proprietary production protocol developed to preserve freshness and refine texture in the finished wine.

Like many Italian wine producers with strong export ambitions, Follador has increasingly tied its name to events that reach affluent consumers beyond traditional trade channels. The company says it distributes in markets including the United States, the United Kingdom, Germany, Spain, Switzerland, China and several countries in Central and Eastern Europe, Asia and the Caribbean.

Sports sponsorship has become a common tool for wine brands seeking visibility in hospitality spaces where consumption is tied to leisure and status. Tennis tournaments in particular offer producers access to corporate guests, international visitors and media exposure in settings where sparkling wine is often part of the social ritual around matches.

At Circolo Antico Tiro a Volo, that role is expected to be visible throughout tournament week as spectators move between courtside viewing areas and hospitality zones. For Follador, the sixth renewal signals that the partnership has become a regular part of its summer promotional calendar in Italy while reinforcing its association with upscale events in Rome.