Shakira, Piqué's longtime partner, helped introduce him to the Sony team.
Sony Music Latin Iberia has formed an alliance with soccer star Gerard Piqué and his Kosmos sports and entertainment company to bring artist performances and more to the newly-transformed tennis Davis Cup.
Piqué, a defender for FC Barcelona, announced the news at an intimate cocktail reception on the rooftop of Sony Square in New York on Thursday (Sept. 5), where his longtime partner Shakira and Sony Music Entertainment CEO Rob Stringer attended. The partnership envisions Super Bowl halftime show-style performances to bookend the Davis Cup by Rakuten, which kicks off on Nov. 18 in Madrid, plus other music-and-sports content to be announced down the line.
"We understand that for this competition, if we mix sports with entertainment, the impact is much bigger," Piqué told Billboard at the event, where the towering Davis Cup trophy was a centerpiece. "We’re talking about the World Cup of tennis. It will be a big party."