Serving up a new viewing experience

Revamped Davis Cup leaps headfirst into future with high-tech advertising for different TV audiences

MADRID - The changes in the Davis Cup go beyond its revamped format.

In addition to a new playing formula that will bring nations together for a weeklong tournament in a single venue, the Davis Cup is also implementing a new sponsorship strategy that will make tennis' top team competition look different to television viewers - all depending on where they are watching it.