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SBD/19/Sponsorships Advertising Marketing
MERCEDES-BENZ AND ATP TOUR ANNOUNCE AGREEMENT
Published April 19, 1995
The ATP Tour and Mercedes-Benz announced a four-year agreement beginning in '96, making Mercedes the Official Car of the Tour. The company will also be the major sponsor of the ATP Tour World Championship and sponsor of the ATP Tour World Doubles Championship. The agreement, which the Tour calls "one of the most significant sponsorship agreements in tennis history and the most significant in the history of the ATP Tour," also provides Mercedes with additional promotional, advertising and marketing opportunities in its partnership with the Tour. That includes extensive on-court signage. Terms of the deal were undisclosed (ATP Tour). ATP Tour spokesperson Peter Alfano: "We believe it's significant not because of the money involved, but because of the prestige of Mercedes" (FLORIDA TIMES-UNION, 4/19).