ATP World Tour signs Corona as main sponsor 22/02/2010 |
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The Association of Tennis Professionals (ATP) has signed a global sponsorship deal with Mexican beer brand Corona.
The ATP World Tour has been without a main sponsor since 2008, when its 12-year partnership with Mercedes-Benz came to an end.
Unlike Sony Ericsson’s $80m deal with the WTA Tour, the ATP’s five-and-a-half year agreement with Corona is not a title sponsorship.
But the Grupo Modelo-owned brand will become the tour’s most prominent backer, appearing on nets and stadium backdrops at two-thirds of all events from 2011.
ATP executive chairman Adam Helfant said: “We went a year without a tour sponsor and this obviously means more revenue for the tour and also some really creative marketing.”
Meanwhile, Helfant played down the significance of an alcohol brand becoming the main sponsor of a high-profile sport like tennis.
“Beers have been associated with different sports before,” he added. “This is nothing new and we are happy that it is a great fit both for the company and the tour.
“Corona’s motto is ‘relax responsibly’ and we are very pleased with the nature of our conversations with their representatives. They will bring an exciting new creativity and marketing experience to the game.”
Corona has sponsored a tournament in Acapulco, Mexico, for 16 years and an event in Toronto, Canada, for four years.
“We have admired the success of the sport in recent years and view the ATP World Tour as a terrific platform for us globally,” Grupo Modelo’s chief sales and marketing officer José Parés said.
Helfant, who added that he expects to make further sponsorship announcements in the coming weeks, predicted a “double digit” percentage increase in revenue from various television deals that are being renegotiated.
He continued: “We are coming off a year where our business held up really well despite the prevailing economic environment, and there is every reason to feel very confident about the future of men’s professional tennis.”
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