Japanese tyre manufacturer Yokohama Tire has signed a multi-year global partnership agreement with the ATP, thus becoming the Official Tire Partner of the ATP Tour.
Yokohama Tire will become a Gold Partner and have “year-round integration on ATP Tour’s social and digital channels, showcasing its performance-driven technologies and innovations”.
The premium Japanese tyre manufacturer will also use the partnership to strengthen its global presence and positioning by activating 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 Open and the prestigious Nitto ATP Finals in Turin”.
Yokohama Tire will also gain on-court and on-site branding and world-class corporate hospitality with this partnership.
Daniele Sanò, ATP Chief Business Officer, commented:
“We’re incredibly proud to welcome Yokohama as our first Official Tire partner. 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 the 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.”
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