Mårten Hedlund and Björn Borg on the Need for a New Platform for Tennis’ Greatest Players
The tennis world has long lacked a professional competitive platform for players who want to continue their careers after leaving the ATP Tour. Many of the sport’s greatest icons have built their brands and amassed loyal fan bases over decades, but once they retire from ATP competition, there’s no clear path forward—until now.
Legends Team Cup (LTC) is more than just a tennis competition; it’s a global tour that merges competition, entertainment, and exclusive experiences. Founder and CEO Mårten Hedlund, together with tennis legend Björn Borg, who has recently joined as Patron of Legends Team Cup, share a clear vision: to transform the sport and create a new golden age for tennis legends.
“Where Excellence Meets Passion.”
For many tennis players, retiring from the ATP Tour is a sudden transition. They move from a world of constant competition, adrenaline, and prestige to a life where the matches, the rivalries, and the structure are suddenly gone. Legends Team Cup fills this gap.
“This is not a senior tour or an exhibition series,” says Mårten Hedlund. “This is a serious, structured competition where former ATP stars can continue to compete at a high level. Many of these players still have the desire to win, the physical ability to perform, and a massive fan base eager to watch them play. Legends Team Cup gives them a new stage where their careers can live on.”
Björn Borg agrees:
“I know firsthand what it’s like to leave the tour. The passion for the sport never fades—the hunger to compete is always there. Legends Team Cup creates a new opportunity for players to keep playing, and it’s something the tennis world truly needs.”
Björn Borg: “Tennis Has Been Missing a Concept Like This.”
As one of the most iconic tennis players of all time, Björn Borg knows what it takes to build a lasting career, both on and off the court. He sees Legends Team Cup as a platform where players can remain relevant—both competitively and commercially.
“This is a professional tour with real teams, real rivalries, and a real title to play for,” he says. “There is prestige in winning here. It’s not just about putting on a show—it’s about competing, fighting for victory, and creating something that lasts.”
One aspect that excites Borg is that LTC is a team-based competition, which brings a completely different dynamic compared to individual ATP tournaments.
“Tennis is, at its core, an individual sport, but there’s something special about playing for a team. Davis Cup and Laver Cup have shown how much energy this format brings for both players and fans. Legends Team Cup takes this to the next level—building rivalries, loyalty, and a new kind of excitement in tennis.”
“I’ve admired Björn Borg since childhood, and mee“I’ve admired Björn Borg since childhood, and meeting him in person has only deepened my respect. His involvement as Patron of the Legends Team Cup will be invaluable, elevating the tour to new heights.”
Fernando Verdasco
A Global Tour at Iconic Destinations
Legends Team Cup will be played at iconic destinations across the world. The first phase of the tour, called “The Summer Session,” will feature events in:
- Saint-Barthélemy (St. Barth) – An ultra-exclusive setting for a one-of-a-kind tennis experience.
- UBS Arena, New York – A world-class venue near the heart of one of tennis’ biggest markets.
- St. Moritz – A prestigious location known for its tennis heritage and elite hospitality.
“We are not just creating a new tour; we are redefining how tennis is experienced,” says Mårten Hedlund. “This is about unforgettable moments—for the players, the fans, and our partners. We offer an exclusive blend of elite tennis, premium hospitality, and unique interactions between legendary players and their audience.”
LTC’s business model is built to create a global platform where sport, brands, and experiences merge in a way never seen before in tennis. It’s about more than just matches—it’s an ecosystem where players, businesses, and fans unite under a shared vision.
The Next Steps: Selecting Captains & The Annual Draft
With the 2025 season taking shape, Mårten Hedlund and Björn Borg now face a critical next step: selecting two additional team captains to lead the franchises together with the signed captain Mark Philippoussis.
“The captains play a crucial role,” says Mårten. “They bring leadership, experience, and strategy to their teams. We are in discussions with several legendary figures, and we want to make sure we select the right leaders who will elevate the competition.”
Once the captains are in place, the focus will shift to the annual Legends Team Cup Draft, where teams will finalize their rosters for the upcoming season.
“The draft will be one of the most exciting moments of the year,” Björn Borg explains. “This is where rivalries start to form, strategies come together, and teams fight to build the strongest rosters. Fans will be able to follow the selections live and see their favorite players being drafted into the competition.”
Long-Term Potential: A New Future for Tennis Legends
With Björn Borg’s involvement, Legends Team Cup is taking the next step in establishing itself as the premier competition for post-ATP careers. The commercial opportunities are vast, not just for the players but also for premium brands in luxury, travel, finance, and lifestyle sectors.
“We know there is huge interest from both fans and corporations,” Mårten Hedlund explains. “Tennis is one of the biggest global sports, and these players still have a loyal and influential following. Legends Team Cup provides a new platform where they can extend their careers—not just competitively, but also as ambassadors and business leaders.”
To ensure the success and longevity of the project, Hedlund and Björn Borg have signed a multi-year agreement (3 years plus an option for another 3 years), establishing strong continuity and stability.
“This commitment allows us to build for the long term,” says Mårten Hedlund. “We are not just creating a tour for 2025—we are laying the foundation for something that will define the future of post-ATP competition.”
Legends Team Cup – For The Björn Borg Trophy
As a final tribute to tennis excellence, the Legends Team Cup trophy will now bear the name ‘The Björn Borg Trophy’, honoring one of the sport’s greatest icons and symbolizing the tour’s prestige.
“I am honored to have my name attached to this trophy,” says Björn Borg. “This tour represents everything I love about tennis—the passion, the rivalries, and the commitment to excellence. It’s a new chapter in the sport’s history, and I am proud to be a part of it.”
Read the full press release here
Stay tuned for more updates as Legends Team Cup prepares to redefine the future of tennis.
For more information:
Mårten Hedlund, CEO and Founder
mh@legendsteamcup.com
