ATP World Tour Seeking Main Sponsor; Aviva The Rumored Leader

The ATP World Tour and Aviva are in talks about the insurance company taking over the "main sponsorship of the men's tennis circuit next year in a deal that could be worth well over $100[M]," according to Daniel Kaplan of SPORTSBUSINESS JOURNAL. ATP Properties CEO Richard Davies said that Aviva is "one of three finalists the ATP is speaking with about taking over for long-standing backer Mercedes-Benz." Other sources said that Aviva is "the leading contender for the top deal." Davies added that "an announcement should occur by late August" during the U.S. Open. Though he did not identify the other finalists, Davies said that "one is an automobile company." An Aviva spokesperson "did not return calls or an e-mail requesting comment." Kaplan writes the "urgency is on for the ATP to find a lead sponsor because tournaments are waiting to know which categories they can sell for next year." The lead ATP sponsor "receives category exclusivity at all 63 tournaments." Aviva is an official partner of the Australian Open, "with visibility there through its Aviva Ballkids program," while other company deals include the Aviva Ocean Racing team and sponsorship of English Coca-Cola Championship League club Norwich City FC (SPORTSBUSINESS JOURNAL, 7/28 issue).