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Marketing and Sponsorship

Barclays Will Not Renew Sponsorship Of ATP World Tour Finals After Next Year

Barclays has "opted not to extend its commercial support of the ATP World Tour Finals at London's O2 Arena when their deal expires" after the '16 tournament, according to Mike Dickson of the London DAILY MAIL. However, the event is still "expected to remain in London" until at least '18. That "was the original plan, had Barclays taken up the option to renew their agreement." They have, instead, "chosen to take a similar route" to that of their EPL sponsorship, which they are "withdrawing from at the end of this season." Barclays in a statement said, "The tournament is a fantastic event, superbly organised by the ATP, and we are extremely proud of our part in helping establish it here in London. However, due to changes in commercial priorities at Barclays we have, after careful consideration, decided we will not be able to carry on as sponsor beyond the current term." Dickson notes the bank recently appointed a new CEO and is "currently rethinking its marketing priorities." There has been "lengthy speculation about the future whereabouts of the tournament, and other cities have shown plenty of interest in hosting the season-end finale, particularly in China and the Middle East." But the "commercial success" of the Finals in London has "become one of the most important streams of revenue for the ATP." The tour "will be confident of finding a sponsor replacement for the Finals, especially given that spectator numbers are again expected to exceed 250,000 when it begins" a week from Sunday (London DAILY MAIL, 11/4).

ABILITY TO BOUNCE BACK: In London, Simon Briggs writes while Barclays "will be a considerable loss, there will surely be plenty of other companies looking to support a tournament that seats 35,000 fans a day and rarely has a spare seat." The ATP World Tour Finals "have helped to modernise the image of tennis in Britain with the use of dry ice, laser light shows and even the drum-and-bass theme music that welcomes the players onto the court." But the "vibrancy of an event with widespread popular support would be hard to recreate in territories without a traditional tennis background." And "neither is there any great desire from the top players to make another long-haul flight at the end of a regular season that concludes with this week’s Paris Masters" (London TELEGRAPH, 11/4).  

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