We connect brands with the right tennis players.
A tennis strategy and partnerships consultancy, working on the brand's side to find the player, the moment and the partnership that fit.
Tennis Now
Tennis is a sport of personalities. Players share their lives on camera, start companies, host podcasts and treat what they wear as part of who they are. A Grand Slam takes over a city for two weeks, with fashion, food, music and parties around it. Fans follow players as people, as well as athletes.
There are hundreds of players on the tour, each with their own story, audience and style. We believe there's a player for almost every brand.
The Founder
Karin Zemach — Founder, FortyTwoLove
Karin grew up watching tennis for the stories: the players who carried a room long after their rankings dropped, and the ones who made the sport feel like culture. She was full of questions. Why did a brand choose that player? What did the partnership give each of them? Why did some pairings feel so right? There was no one around to ask, so she kept watching and wondering.
She built a career in commercial law and earned an MBA in London. As a lawyer, she worked closely with founders and saw how much their companies meant to them. She decided to help people like them through the thing that gives her own work soul: tennis.
Tennis is her greatest love. She reads the game, knows the players, and has a sharp eye for the high-impact moments where authentic connections can be made. She cares that every partnership works for the brand, fits the player, and lasts. Today, she answers those questions for brands.
Who We Work With
What are you trying to achieve, and can tennis meaningfully help?
We work with brands that:
- want to enter tennis, or launch something in the sport
- have an ambition or a business challenge, and want to know how tennis can help
- are missing the tennis knowledge, the relationships, or the capacity to execute
And maybe you're a founder or CEO who loves tennis and would like your company to be part of the game. Let's talk.
On Your Side
We work on the brand's side. Our interest is finding what's right for you: the right moment, the right route and the right player.
We have close relationships with players and their teams, and we use them to build partnerships that work for everyone involved.
We think long term. The partnerships we care about most grow into lasting relationships between a brand and a player.
Why FortyTwoLove
In tennis, love means zero. For us it means a beginning. And then there is the two: a brand and a player. Value is rarely created alone, and the right two, brought together with care and precision, can change everything.
What We Do
- Brand Strategy
- where tennis fits your brand, what it can do for your business, and the way in.
- Player Partnerships
- finding the right player, making the connection, negotiating terms that work for both sides, and bringing the partnership to life so it delivers for everyone.
- Player Events & Appearances
- events, appearances and content built around the player you partner with, bringing your brand and the player together in front of the people who matter to you.
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