Diadem Sports Partners with WTA #14 Elina Svitolina to Expand into the UK

Diadem Sports Expands UK Presence with Strategic Partnership

Pompano, Fl - June 24, 2025-- Diadem Sports, a leader in the tennis and pickleball industries, has announced a strategic partnership with Elina Svitolina and SVITO 72 SPORTS LTD, marking a significant expansion of its presence in the UK. This collaboration is set to enhance the availability of Diadem's high-performance sports equipment across the region. This partnership combines Diadem Sports and its dedication to innovation and global access to tennis equipment with tennis star Elina Svitolina. Svitolina is an 18-time WTA singles champion and Olympic bronze medalist and recognized as the most successful athlete in the history of Ukrainian tennis.

Diadem Sports and Elina Svitolina's partnership first started in early 2025 as Elina chose to use the Diadem AXIS 98 as her tennis racquet on the court. Since that announcement in early 2025, Svitolina has improved her ranking from 27 to 14 as a result of her strong play. Elina has enjoyed success on the court with the Diadem AXIS - taking home the crown at the Rouen WTA 250, reaching the semi-finals of Madrid and the quarterfinals at the Australian Open, Indian Wells, Rome and the French Open. 

"We’re incredibly excited to team up with Elina Svitolina and SeventyTwo Sports to expand Diadem’s footprint across the UK," said Michael Manglardi, co-founder of Diadem Sports. "With tennis and pickleball experiencing explosive growth in the UK, this partnership supports our mission to make high-performance equipment more accessible to players of all levels. Having a tennis icon like Elina - with both her on-court and off-court expertise - makes this partnership even more meaningful."

Christian Singer, Managing Director for Diadem Sports in Europe, the Middle East, and Africa, expressed his enthusiasm for the collaboration, stating, "We are very proud to partner with Elina and her team from SeventyTwo Sports not only on court but now also off court in order to bring our business in the UK to the next level for both tennis and pickleball. We look forward to a bright future together."

Elina Svitolina shared her excitement about the partnership, saying, "I am so excited to grow Diadem across the UK with SeventyTwo Sports Group and the international Diadem team. The equipment and products are truly world class, and I have been a proud ambassador to now on the court, but off the court I can also say I am a proud business partner too."

John Morris, Managing Director of SeventyTwo Sports Group, added, "It has taken a lot of work to get to this stage, but we all feel it was worth the effort as the exciting prospect to work and grow with Diadem was too good an opportunity to miss. Helping Elina grow her business on and off court is a key focus for us and knowing how good the Diadem products are, this was an easy decision to make. We are all excited about what we can all achieve together."

The partnership comes at an opportune time as both tennis and pickleball continue to surge in popularity across the UK market. Through this collaboration, Diadem Sports aims to leverage Svitolina's expertise and SeventyTwo Sports Group's market knowledge to establish a stronger presence and provide players with access to the same high-performance equipment trusted by professional athletes. The partnership represents Diadem's commitment to international growth while maintaining its focus on innovation and player development at every level of the game.

About Diadem Sports

Founded in 2015, Diadem operates with a clear vision – to revolutionize the tennis and pickleball industries by creating innovative, top-tier products that optimize players performance and motivating people to “Live to Play” for their physical, emotional and social well-being. Diadem Sports is committed to positively impacting society and helping communities through the highest quality equipment, continued access to the sport and creating continued opportunities through playing these wonderful sports. Located in Fort Lauderdale, Florida, the epicenter of the sports market, Diadem became the last American tennis brand, designing and developing all our products in-house. With over 100 years of combined experience in tennis and pickleball, Diadem Sports continues to challenge the industry to create solutions that truly benefit players.



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