In the world of luxury sports events, few names carry the weight and prestige of the Legends Team Cup. This exclusive tennis tournament, founded by Mårten Hedlund, has rapidly become a marquee event, attracting the sport’s most legendary players and the world’s most discerning brands. Mark Jensen recently had the privilege of sitting down with Mårten Hedlund to discuss the origins of the Legends Team Cup, its unique appeal to luxury brands, and what the future holds for this exceptional tournament.
Mårten, thank you for taking the time to speak with me. Let’s start with the basics—what inspired you to create the Legends Team Cup?
”The idea for the Legends Team Cup came from my lifelong passion for tennis and my belief that the sport has a unique power to bring people together. I wanted to create something that not only celebrated the history and legacy of tennis but also offered a fresh, exciting format that could engage new audiences. The Legends Team Cup is about more than just competition—it’s about showcasing the sport’s greatest talents in iconic locations around the world, creating an unforgettable experience for both players and fans.”
The Legends Team Cup has quickly gained a reputation for its exclusive venues and high-profile players. How important are these elements in positioning the event as a premier platform for luxury brands?
”They’re absolutely essential. The venues we choose are not just backdrops—they’re integral to the event’s identity. Whether we’re playing in front of a historic landmark or at a cutting-edge modern venue, the location adds a layer of prestige that resonates with both our players and our partners. The players themselves are legends, not just in tennis but in the broader world of sports. Their involvement brings a level of authenticity and excellence that is incredibly valuable for luxury brands looking to align themselves with the very best.”
Speaking of brands, the Legends Team Cup has attracted some of the most exclusive names in luxury. What makes this event such a compelling opportunity for them?
”Luxury brands are always looking for platforms that reflect their values—quality, exclusivity, and a certain timelessness. The Legends Team Cup offers all of that. Our audience is not just large; it’s discerning. These are people who appreciate the finer things in life and who have the means to indulge in them. By partnering with us, brands are not just sponsoring a tennis tournament—they’re becoming part of an elite experience that goes beyond the game. We provide them with unique opportunities to connect with this audience, whether it’s through VIP hospitality, on-site branding, or bespoke activations that align perfectly with their brand identity.”
The global reach of the Legends Team Cup is impressive. How do you ensure that the event maintains its exclusivity while still engaging a worldwide audience?
”It’s a delicate balance, but one we’ve been very intentional about. While the Legends Team Cup is broadcast globally, we maintain a focus on quality over quantity. The venues, the production, the pace of play—everything is designed to keep the event intimate and exclusive, even as it reaches millions around the world. Our partnerships with broadcasters are key here, as they understand the importance of capturing the essence of the event without diluting its exclusivity. We want viewers to feel like they’re part of something special, even if they’re watching from the other side of the world.”
Looking ahead, what are your plans for the future of the Legends Team Cup? How do you see it evolving?
”I’m glad you asked, Mark, because we’re at a particularly exciting moment in the history of the Legends Team Cup.”
”After several years of testing and refinement, the Legends Team Cup is ready to officially launch as a global tennis tour. This highly anticipated debut season will kick off with an exciting draft event at Madison Square Garden on December 4th. During this event, the three distinguished team captains will each select six players, forming their teams for the 2025 series.”
”The Legends Team Cup features three teams composed of world-class stars who have recently retired from the ATP Tour. These players are not only recognized for their past positions among the world’s top 10 but also celebrated for their significant achievements on the court. Their presence ensures that the competition remains at the highest level, offering fans a chance to witness thrilling matches between some of the greatest names in tennis history.”
”The inaugural season of the Legends Team Cup will feature a total of eight tournaments, bringing together the world’s greatest tennis legends in iconic locations around the globe. This marks a significant moment in the history of the sport, as the Legends Team Cup promises to offer fans an unparalleled blend of competition, spectacle, and prestige.”
”We’re looking at expanding into new, equally iconic locations and continuing to attract the top names in tennis. But more importantly, we want to deepen our relationships with our partners and fans. We’re exploring new ways to enhance the fan experience, both at the venues and through digital platforms. For our brand partners, we’re committed to creating even more tailored opportunities that align with their goals and help them connect with our audience on a deeper level. The Legends Team Cup is about building a legacy, and we’re just getting started.”
Mårten, it’s clear that the Legends Team Cup is more than just a tennis tournament—it’s a unique platform for brands to engage with a truly exclusive audience. Thank you for sharing your insights with us.
”Thank you, Mark. It’s been a pleasure.”
