Alongside the long-standing Croatian partners who have supported the growth of the Plava Laguna Croatia Open Umag for years and remain an important part of its story, this year's tournament has also welcomed several new international brand partnerships.

These brands come from the worlds of functional hydration, sportswear and equipment, fitness, technology and the automotive industry, recognizing Umag as an ideal platform to showcase their innovations and connect directly with visitors. Their presence further highlights the tournament's international reputation, as its program has long expanded beyond tennis to include technology, sports lifestyle and unique fan experiences.

What Have the Tournament's International Partners Prepared?

Austrian brand waterdrop® is known for its Microdrink cubes, which add flavor to water using fruit and plant extracts, without added sugar. At its tournament pop-up, visitors can sample different flavors, purchase products and bottles, and personalize them with engraving.

With much of the tournament taking place outdoors, sunglasses are an essential accessory. At the Polaroid Eyewear corner, visitors can explore the limited ATP collection and other models presented in cooperation with Optika Anda, take photos in the photo booth, and test their reactions in the Reaction Time Challenge, where the winner receives a 30% discount on the collection. Known for its polarized lenses that reduce glare, Polaroid has further strengthened its connection with professional tennis through its ATP Tour partnership. Italian player Flavio Cobolli serves as the brand's global ambassador.

Among the tournament partners is Haier, showcasing a selection of its technology solutions and products throughout the tournament grounds. In addition to the daily smoothie bar at the Fresh Corner, open from 7 p.m. to 9 p.m., visitors can compete in the Haier Champion Challenge by hitting tennis targets and create a memorable keepsake through an interactive activation featuring a virtual championship trophy, which they can share on social media.

K-Swiss has become a partner of the Plava Laguna Croatia Open Umag for the first time this year. The American sports brand outfits the tournament's official staff, volunteers and organizing team, while its brand ambassador, Argentine player Tomas Martin Etcheverry, is also competing in Umag wearing K-Swiss apparel. Founded in California in 1966, K-Swiss has spent nearly six decades developing tennis footwear and apparel, and its partnership with the Umag tournament further reinforces the brand's long-standing connection with the sport. 

"2026 is a very special year for K-Swiss as we celebrate our 60th anniversary with events around the world. Our first partnership with the Plava Laguna Croatia Open Umag is one of the highlights of this celebration, allowing us to honor our tennis heritage while becoming part of something truly unique on the ATP Tour. Umag combines a relaxed atmosphere, the energy of a California summer and live music in one place. This is more than just a tennis tournament — it's an experience. I'll definitely be back," said Jamel Khadir, Chief Brand Officer of K-Swiss.

As one of the tournament's international partners, Technogym is presenting Technogym Checkup in the Social Arena- an AI-powered assessment tool that assesses physical fitness and overall health using advanced measurement technology. In just a few minutes, six tests analyze body composition, balance, mobility, strength, cardiovascular capacity and cognitive performance before calculating the user's Wellness Age™, a unique indicator of physical fitness. Visitors also receive personalized recommendations for improvement.

Subaru returns as the tournament's official vehicle, once again providing safe and reliable transportation for players, guests and organizers throughout the week. Outside the stadium, visitors can also explore two new fully electric models - the E-Outback and the Uncharted. Nicola Torregiani, President and CEO of Subaru Italia and Subaru Benelux, said Subaru is proud to support the Plava Laguna Croatia Open Umag for the third consecutive year. He added that the partnership reflects the shared values of the tournament and the brand: precision, durability and top-level performance.

"This year's fleet available to players and tournament guests combines our proven internal combustion models with the long-awaited Croatian premiere of our new generation of electric vehicles - the sporty urban Uncharted, the advanced Solterra and our flagship E-Outback. The tournament gives us an opportunity to showcase the comfort, safety and capabilities of Subaru vehicles in real driving conditions on the roads of Istria. We want to further strengthen our connection with Croatia, offer even safer and more advanced vehicles, and demonstrate that the future of mobility is truly exciting," said Torregiani.

As the tournament's official beer, Stella Artois completes the summer atmosphere of the Plava Laguna Croatia Open Umag. Alongside world-class tennis, evening concerts and outdoor gatherings, visitors can enjoy one of Belgium's most iconic premium lagers, a brand that has long been associated with the world's biggest tennis events.

The various activations created by the tournament's international partners demonstrate how today's Plava Laguna Croatia Open Umag experience extends well beyond the courts. Visitors can discover new products, take part in challenges, explore innovative technologies or simply relax in spaces designed especially for the tournament.