Media Releases

ATP Tour and Yokohama Tire break new ground with global alliance

Japanese tire manufacturer becomes first Official Tire Partner of the ATP Tour

April 11, 2024

By Press Releases

ATP and Yokohama Rubber are proud to announce a new multi-year, global agreement, making the prestigious Japanese tire manufacturer the first Official Tire Partner of the ATP Tour.

Recognized for its ongoing commitment to performance, Yokohama will leverage the Tour’s annual platform to boost its global presence and quality positioning. The brand will carry out activations at a range of ATP Tour events, offering exclusive experiences for fans at the Rolex Monte-Carlo Masters, the Internazionali BNL d’Italia, the Cinco Championships (London Queen’s Club), the Hamburg Open and the prestigious Nitto ATP Finals in Turin. Key benefits include brand visibility on and off the track, as well as world-class corporate hospitality.

As a Gold Partner, Yokohama will also receive annual integration into the ATP Tour’s social and digital channels, showcasing its performance-oriented innovations and technologies.

“We are incredibly proud to welcome Yokohama as our first Official Tire Partner,” he said. Daniele Sanò, Head of ATP Business. “Our brands share many values, including a commitment to high performance and innovation. “As a circuit we are always on the move, being an authentic platform to convey Yokohama’s brand story.”

Giovanni Ponzoni, CEO of Yokohama Europe: “We are delighted to partner with the ATP Tour, a quality global platform that shares our commitment to excellence and innovation. “This sponsorship provides the perfect showcase to showcase the Yokohama brand and gives us the opportunity to connect with our business partners with exclusive and unique experiences,” he added. “Our range of tires is recognized for its incredible performance on different surfaces, just like players on the ATP Tour do. “We are really proud to become the Official Tire Partner of the ATP, and we will look to leverage this partnership to strengthen our brand presence and continue expanding our footprint across Europe.”

The new sponsorship goes live at this week’s Rolex Monte-Carlo Masters.


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