Prepared for Porsche Cars North America · Marketing · October 2026

Flat out.

Porsche has backed women’s tennis since 1978, in Stuttgart. In its American hometown there is one professional tennis team and one season: a league on a clock, where the last minute decides it. We’d like to talk about putting your name on that minute.

A partnership proposal · Eight sections, about six minutes

“This one you can have fun.” — in the stands, Atlanta

A gender-balanced Professional Team Tennis League

■ Home track

Your American home has no professional tennis but ours.

One Porsche Drive sits at the edge of the world’s busiest airport, in the city that is home to the largest tennis-based community organisation in the world. Atlanta’s ATP event left after July 2024. The only professional tennis season in the city now is INTENNSE’s, and no car company is in it.

1MExperience Center guests

Atlanta and Los Angeles combined, as Porsche announced on 3 March 2026. Atlanta opened first, in 2015.

76,219US deliveries, 2025

An all-time US record for Porsche, run from Atlanta.

60,000+ALTA members

The largest tennis-based community organisation in the world, by its own description. Founded 1934.

0Automakers in Atlanta tennis

The category is open in the city, on the league, and on every team.

■ Since 1978

Women’s tennis has had no more loyal sponsor. Most of that loyalty has been spent in Stuttgart.

The Porsche Tennis Grand Prix is forty-eight years old, sold out its final this April and still gives the champion a 911. Porsche Team Germany plays the Billie Jean King Cup, and the Porsche Talent Team brings up the next generation. In America the record is shorter: five years as the vehicle partner in Cincinnati, ending in 2023.

“The most loyal sponsor of women’s international tennis.”

Porsche Newsroom · opening of the Porsche Tennis Grand Prix · 11 April 2026
What changed this year

On 1 January 2026 the WTA Tour became “Driven by Mercedes-Benz”, with Mercedes as exclusive automobile partner at every tour level. Existing tournament car deals stand, Stuttgart among them.

The heritage is still Porsche’s. Since January, though, the tour’s automotive category belongs to someone else, and Porsche has no tennis property in North America in which to tell its own story.

INTENNSE is an independent league, not a tour event, so its automotive category is its own to sell.

Wide view of the INTENNSE Arena in Atlanta during a match, court lit and stands full.
INTENNSE Arena, Atlanta — Season 2, 2026

■ Starting grid

Every front-row position in American tennis is taken. One isn’t.

Cadillac holds the US Open, Miami and the Cincinnati fleet. BMW has had Indian Wells for five years, Lexus is the ATP’s car into 2028, and Mercedes-Benz now has the WTA and the Laver Cup. No automaker is in team tennis or in a league where women and men share the score.

Grid · 2026Official vehicle
USOUS OpenCadillacsince 2022
MIAMiami OpenCadillac
CINCincinnati OpenCadillacafter Porsche, to 2023
IWIndian WellsBMWfifth year
WTAWTA TourMercedes-Benzfrom 1 Jan 2026
ATPATP TourLexusto 2028
LVRLaver CupMercedes-Benz
INTINTENNSE · team tennisOpen
Why this position is different

A tour sells a category one gender at a time: the WTA’s car is one company and the ATP’s another. INTENNSE puts three women and three men on every team, in the same match, for one score. That makes it the one property in American tennis where Porsche’s women’s-tennis heritage and a men’s audience arrive together.

The grid also turns over. Peugeot left Roland-Garros, Jaguar left Wimbledon, Volvo left Charleston, and Porsche left Cincinnati. The brands that keep a story in tennis are the ones that own the property the story happens in.

■ Born for it

Tennis with a clock on it.

An INTENNSE Arc runs about an hour and forty minutes on a single running score, so there is nothing to wait out and no moment to look away. When the clock runs out level, the next point wins it. The finish is designed into the format and comes every night.

1h41

Average Arc, Season 2. A start time and a finish time, like a race.

143–142

Sudden death. Freeze v Rise, 20 June: level at the horn, decided on the next point.

150–149

One point, one minute left. Outriders v Inferno, 25 June.

9.7 min

Average watch time per viewer on Unbeaten, above the FAST-channel norm.

“Porsche wasn’t built for racing but born for it.”

Porsche Cars North America · “75 Years of Racing History” · May 2026
What the broadcaster said

“INTENNSE content on Unbeaten delivered a size and consistency of audience we see for other primetime events at this time of year, ie baseball, which we have carried for several years. The average viewing time per viewer of 10 minutes is above average for FAST TV, reflecting the strength of broadcast and competition.” — Unbeaten Sports Channel, INTENNSE 2026 Season Report, September 2026.

Every Pro Arc in 2026 was carried live, with 478,483 unique viewers and a peak audience of 29,582 for Sting v Rise on 6 June. Attention, not reach, is what a brand is actually buying, and a match built around its final minute holds it.

Players celebrating together on court under confetti and smoke at the close of Championship Weekend.
Championship Weekend, Atlanta — 1 August 2026

■ Formation lap

Before the teams arrive, the car can.

For two seasons the whole league plays in Atlanta. By 2028 every team moves to a home market of its own, and the league promotes each city a season ahead of its team. Several of those cities already sit on Porsche’s racing calendar.

Markets · 2028Porsche already there
ATLAtlanta · headquartersPetit Le MansPorsche Penske, winner 3 Oct 2026
TPATampa BaySebring 12 HoursIMSA · Carrera Cup opener, March
INDIndianapolisIMSA at the SpeedwayGTP · Carrera Cup, September
HOUHoustonCarrera Cup finaleCOTA, with the US Grand Prix
MIAMiami & South FloridaCarrera Cupat the Miami Grand Prix, May
RDUThe TriangleVIRIMSA, August
NYCNew YorkWatkins GlenIMSA · Carrera Cup, June
CHSCharleston—
PHXPhoenix—
What a city launch could look like

A season before a team arrives, the league stages INTENNSE in its new city: a Bolt on a portable court, the Challenge Series open draw, and players who will wear the city’s name. Porsche’s local Centres and its Club regions are the natural hosts, and where the racing calendar already brings Porsche to town, the two can share the weekend.

The fit is clearest in Tampa Bay, Indianapolis and Houston: a Porsche race weekend nearby, and no automaker attached to the local tennis. In Miami and New York, Cadillac already holds the big tournament, so there the story is the team, not the tournament.

The markets shown are those in development and will change as charters close.

■ Lap chart, Season 2

INTENNSE Altitude INTENNSE Outriders INTENNSE Fortune INTENNSE Ridge INTENNSE Smash INTENNSE Inferno INTENNSE Rise INTENNSE Rips INTENNSE Sting INTENNSE Freeze

A season that already sells.

Ten teams, eight weeks, fifty-one matches. Season 2 closed on 1 August with Freeze beating Outriders 137–130.

The Rules of INTENNSE, explained · 2:04

254MVideo views, Season 2

Up 1,037% on the year before, with 26 million impressions.

1.73MChampionship week views

Record live concurrents across the final series.

14Distribution platforms

Two broadcast, two RSNs, seven FAST, three streaming — 60% of watch time on TV.

46KAtlanta households per Arc

Average across forty local airings on Peachtree; the best single Arc drew 116,000.

■ Choose your line

Two ways in, and they fit together.

Be the car of the whole league, or own the open door into it. Either one is Porsche’s only professional tennis property in North America.

Option AALL

Official Vehicle of INTENNSE

Every team · every market · League partner

  • The Final 60, presented by Porsche — the closing minute of every Arc, on court and on screen, across fourteen platforms.
  • The Arc clock itself: the reason the format is time-boxed, carrying your name.
  • The player fleet through the season, and a Porsche for the season’s MVP, as Stuttgart has done for its champion since 1978.
  • A launch weekend in every new city as the league moves home in 2028, built around your Centres and race calendar.
Option BATL

The Challenge Series, presented by Porsche

Open draw → professional team · Talent partner

  • The open-entry tournament inside every event: 16 women and 16 men, each playing a single ten-minute Bolt, round robin into a knockout.
  • The top three of each walk onto a Challenge Team that plays a rostered pro side the same week. It is the only open door into professional tennis staged inside a professional event.
  • The Porsche Talent Team, carried to America and opened to anyone with a racquet.
  • Championship Weekend hospitality at One Porsche Drive: the track by day, the final by night.
Or both

The two sit at opposite ends of the same sport. The vehicle partnership is the top of the league, where it is decided in the final minute, and the Challenge Series is the bottom, where anyone can enter. Together they put Porsche on every step from a public draw to a professional title, in its own city and in every city the league moves to.

■ Lights out

Come and feel it.

We’d love an hour with Porsche’s marketing team — at One Porsche Drive, or on court with the team.

“The Porsche Experience Centers bring our brand to life in a way that can best be felt in person.”

Timo Resch · President & CEO, Porsche Cars North America · 3 March 2026

INTENNSE works the same way. Nobody follows the rules from a description; watch one Arc in person and the last minute explains itself.

Season 3 launch

Opening night 2027, with the clock running in Porsche’s colours.

The Final 60

The minute that decides most Arcs, presented by the brand born for racing.

The open door

The Challenge Series: the Talent Team idea, run in public in every city we play.

Formation lap, 2028

Every new home market launched alongside the Porsche race weekend already on its calendar.

Flat out, every night.

The Challenge Team gathered at the net in grey Challenge shirts.
The Challenge Team, drafted out of an open draw