DSM Brokers New Multi-Year Partnership Between Purina PRO PLAN and ATP Tour
DSM is delighted to announce the launch of a landmark multi-year partnership between Nestlé Purina PetCare Europe’s PRO PLAN brand and the ATP Tour—an agreement proudly brokered by our team on behalf of our client, Purina. The collaboration unites two of the digital world’s favourite passions: Sport and Pets.
As the Official Pet Nutrition Partner of the ATP Tour, Purina PRO PLAN is set to take centre stage at some of Europe’s most prestigious tennis tournaments, including the Barcelona Open Banc Sabadell, Swiss Indoors Basel, and the season-ending Nitto ATP Finals in Turin. This unique partnership aims to shine a spotlight on the powerful bond between elite athletes and their pets, while inspiring tennis fans around the globe to prioritise high-quality nutrition for their own beloved animals.
With a shared commitment to health, performance, and excellence, the partnership creates a natural synergy between two high-performance worlds—professional tennis and expert pet nutrition. As Daniele Sanò, ATP Chief Business Officer, put it: “Pets are part of the family, both for our fans and our players. Partnering with Purina PRO PLAN allows us to connect with fans in a fresh way while helping players take the best care of their pets’ nutrition.”
Purina PRO PLAN, renowned globally for its science-led approach to pet nutrition, will enjoy year-round exposure across ATP’s global media ecosystem—ranging from social media to editorial content—reaching millions of tennis fans and pet lovers alike. As part of the campaign, fans can expect engaging content, behind-the-scenes glimpses of players and their pets, and a presence at key ATP Tour events through interactive fan zones and innovative brand activations.
DSM will support the campaign rollout on the ground, starting with this year’s Barcelona Open, where the first wave of activations will bring the PRO PLAN brand to life. This will include premium hospitality experiences, on-site demonstrations, and creative content opportunities—ranging from branded installations to fun and sharable moments. With flexibility built into the activation plan, both the ATP and Purina PRO PLAN are positioned to respond creatively as new opportunities arise over the coming seasons.
Fabio Degli Esposti, Head of Marketing at Purina Europe, captured the spirit of the collaboration: “Tennis is one of the healthiest sports in the world, so partnering with the ATP is a perfect match for PRO PLAN—a brand that’s dedicated to helping pets live long, healthy lives. We look forward to inspiring pet owners across Europe to care for their pets like a PRO.”
About Purina PRO PLAN: Purina PRO PLAN is a premium pet nutrition brand from Nestlé Purina PetCare, known for its science-based approach to pet health. Backed by over 500 nutritionists, veterinarians, and scientists, PRO PLAN offers a wide range of tailored formulas designed to support the specific needs of dogs and cats at every life stage. Using high-quality ingredients and backed by decades of research, PRO PLAN focuses on delivering optimal nutrition to help pets live long, healthy, and active lives.
About The ATP Tour: The ATP Tour is the global professional tennis circuit for men, organized by the Association of Tennis Professionals (ATP). It features the world’s top male players competing across a calendar of elite tournaments, including ATP 250s, 500s, Masters 1000s, and the prestigious Nitto ATP Finals—the season-ending event for the highest-ranked singles and doubles players.
About DSM: DSM is one of the leading sports marketing and gaming agencies in the world, working with a variety of brands, rights holders, platforms, influencers, presenters, footballers and pro gamers, fusing together a unique agency at the forefront of sports, digital, gaming and technology.