Mercedes-Benz Will Not Renew ATP Sponsorship
02/10/2007 |
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A sponsorship star will drive off the ATP Tour next year. Mercedes-Benz, whose familiar star logo affixed to nets has become a common sight at ATP events, will not renew its sponsorship pact with the ATP when its current three-year agreement concludes on December 31, 2008.
The departure of Mercedes-Benz, which has sponsored the ATP since 1996, is a significant loss to the tour at a time when it is preparing to launch the new-look ATP Tour in 2009.
The Mercedes-Benz/ATP partnership began in 1996 with a four-year agreement that was first extended in 1999 and renewed for a second time in 2002. As the Official Car of the ATP and the main sponsor of the Tennis Masters Cup, Mercedes-Benz provides official transportation at ATP tournaments, showcases prominent car displays at tournament sites and positions its Mercedes-Benz ‘star’ signage on nets. SMRI research found that 80 percent of tennis fans could identify Mercedes-Benz as the Official Car of the ATP.
In a release announcing the move, the ATP said it is "currently in discussions with a number of potential new sponsorship partners" however the loss of Mercedes-Benz is a big blow to the Tour. Two years ago, ATP Chairman Etienne de Villiers proclaimed the partnership between Mercedez-Benz and the ATP as "one of the most successful and visible in all of world sports."
In order for tennis' television audience to grow — which is imperative in persuading sponsors to reach into their pockets and buy commercial time during tennis telecasts — the game's governing bodies must be willing to create a cohesive schedule that builds audience attention toward the four primary peaks that are the Grand Slam tournaments.
Under de Villiers' leadership, the ATP is attempting to streamline the schedule, shorten the season and, through a mandatory player participation rule, create a competitive climate in which tennis' top stars play against each other more frequently. The ATP is planning to rebrand its tournaments to their winners ranking point levels of either "1000", "500" or "250". The new look 2009 calendar will also ensure increased investment into men’s tennis, but the loss of Mercedes-Benz may mean some sponsors are adopting a wait and see approach to the Tour's proposed changes.
(source Tennisweek)
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