ATP Launches First Physical Store at Mutua Madrid Open

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ATP Launches Its Inaugural Physical Store at the Mutua Madrid Open

Experience exclusive ATP-branded merchandise and stylish co-branded collections with renowned partners such as Lacoste, Dunlop, and Palmes.

April 21, 2026

The ATP proudly announces the opening of its first-ever physical store, making its debut at the iconic Mutua Madrid Open. This exciting initiative is a testament to the ATP’s growing commitment to the fashion and lifestyle sector, following the successful launch of its online store in January 2026.

Located in the vibrant fan village, the store will be open throughout the duration of the Mutua Madrid Open, offering a thoughtfully curated shopping experience that brings tennis enthusiasts closer to the ATP brand and enhances its retail presence.

Shoppers can expect a range of exclusive co-branded pieces featuring Lacoste and Dunlop, in addition to a unique collaboration with Palmes. A wide selection of ATP-branded apparel, headwear, accessories, and gift items will also be available.

This initiative is made possible in partnership with Levy Merchandising, the ATP’s Official Retail & Merchandise Supplier, along with Winner Italia, ATP’s Official Retail Operator in EMEA.

Daniele Sano, ATP Chief Business Officer, stated: “Our fans are increasingly eager to engage with the sport beyond just the matches. As tennis expands its footprint in the fashion and lifestyle realms, the introduction of our first physical ATP Store offers a novel way to experience the Tour, allowing us to attract new audiences and enhance the ATP’s cultural significance.”

This launch is part of the ATP’s wider strategy to focus on fashion and lifestyle, which includes establishing a dedicated licensing and retail team along with a comprehensive fashion strategy.

For those who cannot visit in person, all products will also be available online at atptourstore.com.