The ATP has announced a two-year renewal of its partnership with Lacoste, the renowned lifestyle fashion brand. The “crocodile” will continue to dress the line judges at the season-ending Barclays ATP World Tour Finals at The O2 in London until 2015. Lacoste has been a loyal partner of the world’s biggest indoor tennis tournament since 2002.
“As a partner for the past 12 years, from Shanghai to Houston and now in London, Lacoste has always been in line with what the event stands for: a mix of tradition and innovation,” said Laurent Delanney, ATP Commercial Director. “The Barclays ATP World Tour Finals is broadcast in 193 territories and Lacoste is present in 114 countries. Wherever it takes place, the extensive global coverage of the tournament is the foundation of our successful partnership.”
Beyond the on court brand exposure, Lacoste’s benefits include a private hospitality suite in the Sponsor Village facing one of the practice courts and a promotional booth in the popular Fan Zone, which welcomed over 300,000 people in 2013.
“With our support to several players and several tournaments throughout the year, it is natural for us to partner with the culmination of the ATP World Tour season.” said Berta de Pablos-Barbier, Group Marketing & Branding EVP. “We will keep a close look at the Race to London to see if some of our ambassadors qualify for the tournament in the singles or doubles draw.”
An extended collaboration
Both parties also took the opportunity to extend the collaboration, which will see the ATP staff wearing Lacoste at all ATP events and Lacoste receiving advertising space on ATPWorldTour.com, which recorded 550 million page views in 2013.
“Our teams are very proud to wear Lacoste clothes, which combine elegance and comfort,” said Laurent Delanney, ATP Commercial Director. “The quality and consistency of the clothing reflects the level of professionalism we want to achieve in all areas of our organisation.”
“ATPWorldTour.com is a very good platform to keep expanding our new campaign ‘Life is a beautiful sport’ as an established member of the big tennis family.” said Berta de Pablos-Barbier, Group Marketing & Branding EVP.