Monte-Carlo Masters: One of the Most Luxurious Tennis Tournament
The 2026 Rolex Monte-Carlo Masters will take place from April 4 to 12. As one of the most important men's tournaments of the clay-court season, it attracts stable partnerships with numerous luxury brands and premium experience providers.
The tournament venue, the Monte-Carlo Country Club, is located on the eastern border of the Principality of Monaco, adjacent to France. It features 21 clay courts and 2 hard courts, nestled between mountains and sea, offering a panoramic view of the azure Mediterranean Sea to the south. Many players get to compete on their home turf: Sinner, Zverev, Medvedev, and others have made Monaco their home.
The Monte-Carlo Masters was founded in 1897 and is one of the oldest and most prestigious clay-court events in the world. In 1928, the tournament moved to its current location and is now a core ATP 1000 event. In 2025, it attracted over 150,000 spectators to this tiny European principality in the southwest.
Monaco is world-renowned for its luxury lifestyle, and the Monte-Carlo Masters boasts the most prestigious sponsor lineup:
Rolex has been a sponsor since 2006 and upgraded to title sponsor in 2009, marking its 17th year in this role. Inside the center court, the Rolex Lounge offers top-tier dining, watch appreciation services, and exclusive events such as brand ambassador meet-and-greets.
Maserati has been the main sponsor and official car partner for the fifth consecutive year. During last year's tournament, Maserati unveiled a new model exclusively at the VIP Village and offered test drives for VIP guests.
Other sponsors include BNP Paribas, Maserati, Emirates, and other renowned companies. The official clothing sponsor is Italian tennis sportswear brand Sergio Tacchini.
Above: Sergio Tacchini provides outfits for tournament staff and ball kids
The tournament also attracts many fashion brands. For instance, the high-end American eyewear brand Oliver Peoples, which has a long-term deep collaboration with Federer, will continue to support the event this year—the brand recently held a pop-up event at the Miami Open as well.
Above: Federer at an Oliver Peoples Masters on-site event
As a local high-end skincare brand from Monaco, once favored by Princess Grace of Monaco, Lancaster has been the official sunscreen partner for the third consecutive year, offering premium facial care services on-site for players and spectators.
The LVMH-invested Monaco royal enterprise Société des Bains de Mer has been deeply involved since the tournament's inception in 1897.
During the event, the group integrates its diverse portfolio of luxury hotels, high-end shopping avenues, private clubs, and more, offering tailored Monaco luxury experience packages for spectators, including standalone sea-view villas, private yacht trips, high-end shopping, and Michelin-starred dining.
The high-profile positioning and experience of the tournament also make the Monte-Carlo stands star-studded. The Monaco royal family, Hollywood celebrities, and sports icons are regulars in the stands.
Note: At the 2025 Monte-Carlo Masters, Monaco's Head of State Prince Albert II (second from left) and Princess Charlène (first from left), along with President of the Monaco Tennis Federation Mélanie-Antoinette de Massy (first from right), presented awards to singles champion Carlos Alcaraz (third from left) and runner-up Lorenzo Musetti (second from right).
Above: 2023 Monte-Carlo Masters champion Rublev with F1 drivers Gasly and the Leclerc brothers
｜Sources: Rolex official website, Monte-Carlo Masters official website, Forbes
｜Image credits: Monte-Carlo Masters official website, ATP Tour official website, brand official websites
