The Association of Tennis Players (ATP) has announced a new, long-term extension with Switzerland-based watch manufacturer Rolex.
The new deal, that will commence in 2021, will see Rolex continue as the Official Timekeeper of the ATP Tour and Nitto ATP finals in Turin. Additionally, Rolex will also become the Official Timekeeper of the Next Gen ATP finals in Milan.
Rolex has a long-standing history within tennis, which goes back over 40 years. The renewed deal will deepen the relationship further by not only sponsoring the Nitto ATP Finals and Next Gen ATP Finals but all four of the Grand Slam tournaments, all nine ATP Masters 1000 tournaments and the ATP Cup. Amongst the brands testimonies include Roger Federer, Dominic Thiem and Stefanos Tsitsipas.
“We are delighted to extend our successful long-term relationship with Rolex, an iconic brand with such a long tradition in sport,” said Massimo Calvelli, ATP CEO.
“The partnership with the ATP extends back to 2005 when Rolex first became a valued partner at the season-ending finals and we highly value the commitment Rolex makes to our sport.”
The ATP, amongst other tennis organisations, have been called into action to provide financial relief to its tennis players. In May, the ATP and the Women’s Tennis Association (WTA) launched a US$6 million “Player Relief Programme” for roughly 800 singles and doubles players who had been impacted by the losses of income from the Covid-19 pandemic.
Author: Jake Wilkin