Date: April 11, 2024
Premium tire manufacturer Yokohama Rubber has made a significant move in the tennis world, signing a landmark multi-year deal to become the ATP Tour's first-ever Official Tire partner.
This exciting partnership brings together two brands known for their dedication to performance and innovation. Yokohama's tires are famed for their ability to handle diverse surfaces, a perfect match for the ATP Tour's global schedule that sees players compete on hard, clay, and grass courts.
Where Will Yokohama Be Seen?
The partnership will give Yokohama high visibility at some of the ATP Tour's most prestigious events, including:
- Rolex Monte-Carlo Masters
- Internazionali BNL d'Italia
- Cinch Championships (London Queen's Club)
- Hamburg Open
- Nitto ATP Finals in Turin
(ATP Tour) Partnership inauguration at the 2024 Monte-Carlo Masters
What's in it for the Fans
Fans can expect exclusive Yokohama-sponsored experiences at these tournaments, adding a fresh element to their enjoyment of the sport. The partnership will also feature Yokohama prominently throughout the ATP Tour's digital and social media channels.
"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.”
Giovanni Ponzoni, CEO of Yokohama Europe, emphasized the partnership's value: "We are really delighted to partner with the ATP Tour, a truly global premium platform that shares our commitment to excellence and innovation."
Racquet Point's Take: This is a significant development for both the ATP Tour and Yokohama. It shows the growing appeal of tennis to global sponsors and hints at exciting new experiences in store for fans at top-tier tournaments.
See Also:
Rublev, Alcaraz, Tsitsipas and Sinner at Monte-Carlo Master 2024
