ATP Serves Up Global Yokohama Deal
The ATP Tour has signed a multi-year partnership with Yokohama Tyres.
As a ‘Gold partner’ of the global men’s tennis circuit, the Japanese tyre brand will receive promotion across the tour’s social and digital platform, as well as becoming the official tyre partner.
Yokahama joins the ATP Tour’s Gold partnership tier that includes IT services firm Infosys, Japanese material brand Nitto, water purification specialist Waterdrop, and Chinese consumer electronics company Haier.
As per the agreement, the company will launch brand activations at a number of ATP events, including the ATP Finals in Turin, the Queen’s Club Championships, the Monte-Carlo Masters, the Hamburg Open, and the Italian Open and will receive significant brand exposure across the European tennis events, as it looks to expand across the continent.
The tyre firm has previously served as the main shirt sponsor of English football giants Chelsea between 2015 and 2020.
Giovanni Ponzoni, CEO of Yokohama Europe, said, “This sponsorship provides the perfect stage to expose Yokohama brand and gives us the opportunity to engage our business partners with unique and exclusive experiences.”
“Our range of tires are well-known for incredible performance on different surfaces – much like the players on the ATP Tour. We are extremely proud of becoming the ATP’s official tyre partner, and we aim to leverage this partnership to sustain our brand awareness and continue to expand our footprint across Europe.”
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