The Parmigiano Reggiano Consortium has unveiled a new international partnership: the world-renowned PDO cheese will be the official partner of the Rolex Paris Masters, the final ATP Masters 1000 tournament of the season, set to take place for the first time at Paris La Défense Arena from October 25 to November 2, 2025.
This three-year collaboration (2025–2027) brings together two emblems of excellence — one athletic and one gastronomic — sharing the same core values of quality, authenticity, and prestige.
During the tournament, Parmigiano Reggiano will take center stage in hospitality areas and player dining spaces, where selected products will be featured. Spectators will also be invited to explore the brand’s heritage through an experiential booth inside the arena, dedicated to the history, territory, and uniqueness of the “King of Cheeses.”
Organized by the French Tennis Federation (FFT) and directed by Cédric Pioline, the Rolex Paris Masters stands among the nine most prestigious tournaments on the ATP circuit after the Grand Slams. The 2024 edition drew a record-breaking audience of over 176,000 spectators, reaffirming its status as one of the most anticipated indoor events on the global tennis calendar.
The agreement aligns with the Consortium’s strategic vision to strengthen its presence in the world of sports, following partnerships with internationally recognized institutions. After successful collaborations with the Miami Open and the NFL’s New York Jets, this new chapter marks another step forward in Parmigiano Reggiano PDO’s global expansion strategy — with a special focus on France, the brand’s second-largest export market, which in 2024 accounted for 20.4% of total exports, equivalent to over 14,700 tonnes.
“We are proud to associate the name Parmigiano Reggiano PDO with the Rolex Paris Masters, an iconic competition that embodies excellence, performance, and prestige,” said Nicola Bertinelli, President of the Parmigiano Reggiano Consortium. “Through this collaboration, we strengthen our presence on the international stage and reaffirm the Consortium’s commitment to major sporting events, following our sponsorship of the Miami Open 2025 and the multi-year strategic partnership with the New York Jets. Tennis represents discipline, elegance, precision, and respect — all values reflected in how Parmigiano Reggiano is crafted. It is a global sport with a sophisticated and increasingly young audience, where culture and lifestyle meet performance. This makes it an ideal platform for a product like ours, deeply rooted in tradition yet iconic, ambitious, and contemporary.”