ATP Tour and YOKOHAMA Tyres Forge Groundbreaking Global Partnership

ATP Tour has joined forces with YOKOHAMA Tyres, inaugurating a pioneering multi-year partnership that sees the premium Japanese tyre manufacturer become the ATP Tour's inaugural Official Tyre Partner.

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Published on
April 11, 2024

This collaboration is a testament to the shared values and aspirations of both entities, with YOKOHAMA Tyres set to leverage the ATP Tour's extensive year-round platform. This partnership aims to enhance YOKOHAMA's global visibility and reinforce its premium market positioning. As part of the agreement, YOKOHAMA will feature prominently across a selection of ATP Tour events, offering fans exclusive experiences at high-profile tournaments such as the Rolex Monte-Carlo Masters, Internazionali BNL d’Italia, Cinch Championships in London's prestigious Queen's Club, Hamburg European Open, and the illustrious Nitto ATP Finals in Turin.

YOKOHAMA's participation will not only ensure significant on-court and on-site brand exposure but will also offer unparalleled corporate hospitality opportunities, setting a new benchmark in sports marketing engagements. Furthermore, as a Gold Partner, YOKOHAMA is guaranteed year-round integration on the ATP Tour’s social and digital channels, providing a unique opportunity to showcase its cutting-edge tyre technologies and innovations to a global audience.

Daniele Sanò, ATP Chief Business Officer, expressed his enthusiasm about the partnership, noting the alignment in values between ATP and YOKOHAMA, particularly in their mutual dedication to performance and innovation. "As a Tour, we’re constantly on the move, making YOKOHAMA´s brand story uniquely authentic to our platform," said Sanò.

Echoing Sanò's sentiments, Giovanni Ponzoni, CEO of Yokohama Europe, highlighted the strategic importance of the partnership with the ATP Tour, a platform he described as both premium and globally revered. Ponzoni emphasised the synergy between the high performance of YOKOHAMA tyres across various terrains and the athletic excellence displayed by ATP Tour players. He expressed pride in YOKOHAMA becoming the ATP's Official Tyre Partner and outlined the company's strategy to utilise this partnership in bolstering brand awareness and expanding its footprint across Europe.

The partnership officially commences with this week's Rolex Monte-Carlo Masters, setting the stage for a dynamic collaboration poised to captivate tennis fans and consumers worldwide.

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