SBD/19/Sponsorships Advertising Marketing


     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).
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