ATP Sponsorship sportsbiz

ATP signs multi-year global deal with Yokohama Rubber

April 11, 2024

ATP and Yokohama Rubber have announced a new multi-year global partnership, with the premium Japanese tire manufacturer becoming the ATP Tour’s first Official Tire partner.

Renowned for its fearless commitment to performance, Yokohama will leverage the Tour’s year-round platform to bolster its global presence and premium positioning. The brand will activate a portfolio of ATP Tour events, unlocking exclusive experiences for fans at the Rolex Monte-Carlo Masters, Internazionali BNL d’Italia, Cinch Championships (London Queen’s Club), Hamburg European Open and the prestigious Nitto ATP Finals in Turin. Key benefits include on-court and on-site brand visibility, and world-class corporate hospitality.

As Gold Partner, Yokohama will also receive year-round integration on ATP Tour’s social and digital channels, showcasing its performance-driven technologies and innovations.

“We’re incredibly proud to welcome Yokohama as our first Official Tire partner,” said Daniele Sanò, ATP Chief Business Officer. “Our brands share so many values, including a commitment to high performance and innovation. As a Tour we’re always on the road – a truly authentic platform to tell Yokohama’s brand story.”

Giovanni Ponzoni, CEO Yokohama Europe, said: “We are really delighted to partner with the ATP Tour, a truly global premium platform that shares our commitment to excellence and innovation. 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”. He added: “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 Tire Partner, and we aim to leverage this partnership to sustain our brand awareness and continue to expand our footprint across Europe.”

ATP Sponsorship sportsbiz