ATP World Tour Signs Corona Extra to Multi-Year Deal as Premier Partner
The ATP announced that it had inked a 5 ½ year deal with Corona Extra, the world’s number one Mexican beer brand, to become the major sponsor of the men’s tennis Tour. Corona Extra, which becomes the official beer sponsor of the ATP World Tour, will have significant
marketing rights and visibility, including tennis court net branding, at all ATP World Tour tournaments around the world. Corona Extra will also be integrated into the ATP website and ATP World Tour Uncovered, the Tour’s weekly television show which airs globally.
The deal, which was reported to be worth $70 million and start in May (although there is already a Corona Extra logo on the ATP website), is a replacement of sorts for Mercedes-Benz’s sponsorship of the ATP Tour which ran from 1996-2008. In late 2009, Mercedes-Benz subsequently signed on as a sponsor of the U.S. Open indicating a desire to remain involved with professional tennis at the Grand Slam level. Corona had already been a sponsor of ATP tournaments in Mexico and Canada for the past several years. Heineken, another beer brand, has sponsored tournaments such as the Sony Ericsson Open in Florida, but apparently the ATP will have to buy out the sponsorships of any beer sponsors for ATP tournaments.
For professional tennis, it’s a major sponsorship shift and sheds some light on the economic situation in the tennis world. It is a move from a premier global automobile brand such as Mercedes-Benz to an alcoholic beverage, i.e. beer, and a brand, Corona Extra, which is not necessarily perceived as a “high-quality” beer brand. Clearly, these are challenging economic times for professional tennis, the ATP and WTA Tours and their tournaments. The announcement of Corona as the major sponsor of the ATP World Tour simply further highlights that professional tennis has become big business similar to the major sports leagues and will accept money from the highest bidder.
The deal, which was reported to be worth $70 million and start in May (although there is already a Corona Extra logo on the ATP website), is a replacement of sorts for Mercedes-Benz’s sponsorship of the ATP Tour which ran from 1996-2008. In late 2009, Mercedes-Benz subsequently signed on as a sponsor of the U.S. Open indicating a desire to remain involved with professional tennis at the Grand Slam level. Corona had already been a sponsor of ATP tournaments in Mexico and Canada for the past several years. Heineken, another beer brand, has sponsored tournaments such as the Sony Ericsson Open in Florida, but apparently the ATP will have to buy out the sponsorships of any beer sponsors for ATP tournaments.
For professional tennis, it’s a major sponsorship shift and sheds some light on the economic situation in the tennis world. It is a move from a premier global automobile brand such as Mercedes-Benz to an alcoholic beverage, i.e. beer, and a brand, Corona Extra, which is not necessarily perceived as a “high-quality” beer brand. Clearly, these are challenging economic times for professional tennis, the ATP and WTA Tours and their tournaments. The announcement of Corona as the major sponsor of the ATP World Tour simply further highlights that professional tennis has become big business similar to the major sports leagues and will accept money from the highest bidder.
|
