A collaboration established in 2022
The expanded international collaboration will bring Comte de Monte-Carlo champagne and Baron de Monte-Carlo wines to selected Legends Team Cup events and premium hospitality experiences.
Monte-Carlo Lifestyle has expanded its partnership with Legends Team Cup, entering a new international phase in a relationship that began in 2022.
Under the expanded agreement, Monte-Carlo Lifestyle will become an integrated part of the hospitality, lifestyle and guest experience across selected Legends Team Cup destinations worldwide.
Comte de Monte-Carlo champagne and Baron de Monte-Carlo wines will feature across VIP hospitality, official celebrations, gala dinners, award ceremonies, partner activations and exclusive networking events.
A relationship established in 2022
The collaboration began when Comte de Monte-Carlo became the official champagne of the inaugural Legends Team Cup events in Croatia and Dubai in 2022.
Since then, Legends Team Cup has continued to develop its international presence, bringing together legendary tennis players, celebrity team owners, premium hospitality, global broadcasting and distinctive destinations.
The expanded partnership marks the next chapter in this relationship, creating opportunities for more integrated brand experiences across selected events on the international Legends Team Cup calendar.
“Legends Team Cup has undergone a remarkable evolution since our relationship began in 2022,” said Erwann Guegan, Co-Founder at Monte-Carlo Lifestyle.
“Today, it represents much more than a tennis competition. It has developed into an international platform bringing together exceptional destinations, legendary players and respected global partners. We are delighted to expand our collaboration and bring the elegance, authenticity and heritage of Monte-Carlo to this next stage of its international journey.”
Bringing Monaco heritage to international experiences
Monte-Carlo Lifestyle develops brands inspired by the heritage, character and refined art of living associated with Monaco.
Through international collaborations such as Legends Team Cup, the company seeks to introduce its brands and products to new audiences in carefully selected environments that reflect their positioning and identity.
The partnership will allow guests, players and partners to experience Comte de Monte-Carlo champagne and Baron de Monte-Carlo wines through sporting, hospitality and networking occasions in international destinations.
“Monte-Carlo Lifestyle has been part of the Legends Team Cup journey since 2022, and we are proud to now expand our collaboration globally,” said Mårten Hedlund, Founder and CEO of Legends Team Cup.
“From the beginning, our ambition has never been simply to create another sporting event. Our vision has been to build one of the world’s leading premium sports and lifestyle platforms. Together with Monte-Carlo Lifestyle, VistaJet and our growing portfolio of international partners, we are developing an ecosystem where exceptional brands, iconic destinations and legendary athletes come together to create memorable experiences.”
The expanded partnership supports Monte-Carlo Lifestyle’s international brand-development strategy and reflects the shared commitment of both organisations to quality, hospitality and distinctive experiences.
About Legends Team Cup
Legends Team Cup is an international premium team tennis competition bringing together legendary champions, celebrity team owners, premium hospitality, global broadcasting and iconic destinations.
Through its growing portfolio of international partners and experiences, the platform brings together sport, business, entertainment and lifestyle while extending the stories and rivalries of some of tennis’s most recognised names.
Visit legendsteamcup.com to learn more.
Media coverage
Comte de Monte-Carlo Baron de Monte-Carlo Monte-Carlo Lifestyle represents the epitome of premium brands, refinement, and success. Founded in 2001 by the son of Princess Antoinette of Monaco, the Baron Christian Louis de Massy, the brand is synonymous with the finest things in life. In 2018, the privately owned Monte-Carlo Lifestyle brand portfolio, expanding its reach and launching a series of premium collections
This announcement has also been featured by License Global.
Read the License Global coverage
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The Monte-Carlo Lifestyle ® portfolio offers an exceptional portfolio of authentic ‘Monte-Carlo’ and ‘Monaco’ brands, registered worldwide for a wide range of consumer products. Born from Monegasque princely heritage, our brands embody the prestige and refined art of living in Monaco.
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