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Marketing and Sponsorship

ATP World Tour Finals Find New Title Sponsor, Extend Stay In London Through '20

The ATP World Tour Finals will continue to be hosted in London until '20 and "will be renamed the Nitto ATP Finals following a new title sponsorship deal" with Japanese innovation company Nitto Denko Corp., according to Tony Connelly of THE DRUM. ATP Exec Chair & President Chris Kermode revealed the week-long season finale for men’s tennis would "remain at the O2 in London for a further two years" and announced a new four-year title sponsorship with Nitto. The company's decision to partner with the ATP will help it reach U.K. consumers "as it expands its marketing operations internationally." The title sponsorship with the ATP will "give Nitto exposure to more than 250,000 fans attending the matches at the O2 and a global TV viewership of over 100 million" (THE DRUM, 5/25). REUTERS' Martyn Herman reported since moving to the O2 Arena in '09, the event "has been hugely successful." Two million fans have attended. Kermode said, "We're delighted to extend our stay in London and to have Nitto come on board as title sponsor over the next four years" (REUTERS, 5/25). The PA reported the partnership with London was "due to expire" in '18. Despite interest from a number of "high-profile cities," the ATP has now committed to London. The ATP Finals have previously been held in Shanghai, Houston and N.Y., among others, and Novak Djokovic has "led calls for the host city to be rotated." Kermode said, "There is a school of thought to move it around to expose tennis in different regions. But time has changed, where the exposure of the sport through TV in particular makes that less important" (PA, 5/25).

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