Mercedes-Benz and ATP reach good byes
Mercedes-Benz has chosen to end its current three-year contract with the Association of Tennis Professionals (ATP) which was first started in 1996. the contract of the two companies will conclude by the end of 2008. the reason behind this conclusion is that Mercedes-Benz will soon be changing the activities that it will be sponsoring as in the future, it will shift its attention to golf, fashion and lifestyle, soccer, and equestrianism.
The CEO of ATP Properties, Richard Davies, said, “I would like to thank Mercedes-Benz for their support throughout our partnership. Both the ATP and Mercedes-Benz have achieved great things in our time together.”
Dr. Olaf Göttgens, Mercedes-Benz Passenger Cars Vice President for Brand Communication said, “Over the years, our partnership with the ATP has had a very high brand fit for Mercedes-Benz – but we are now adding a new angle to our revised brand positioning. We are able to look back on a highly rewarding long-term sponsorship which fully met the targets we had set ourselves. Together with the ATP, we were able to support eminent developments in men’s professional tennis. Mercedes-Benz would like to extend many thanks to the ATP for extraordinary partnership.”
The German automaker is the leading sponsor of the ATP way back 1996 and it has been present to the well-known “star in the net” at over 40 tournaments per year. The idea of innovative branding idea on the worldwide ATP created a high point in its partnership with Mercedes-Benz that has endlessly developed over the 12 years the two companies were together.
Mercedes-Benz and ATP had a great time together with regards to their partnership as it got significant growth in the average number of viewers during TV coverage and tournaments. Also, over 35 million tennis fans came into contact with the German automaker during the ATP tournaments.