The post ATP extends two major global partnerships as tennis enters a new growth cycle appeared first on SportsMint Media. The ATP has reinforced the commercial core of its global calendar, extending two of its most influential partnerships. The post ATP extends two major global partnerships as tennis enters a new growth cycle appeared first on SportsMint Media.
The post ATP extends two major global partnerships as tennis enters a new growth cycle appeared first on SportsMint Media.
The Association of Tennis Professionals (ATP) has reinforced the commercial core of its global calendar, extending two of its most influential partnerships at a moment when the sport is deepening its international footprint and competing harder for digital-first audiences.
Yokohama Tyres has renewed its role as the ATP’s official tire partner through 2028, while Nitto Denko Corporation has extended its title partnership of the ATP Finals through 2030, securing long-term stability for one of the sport’s most valuable commercial assets.
Yokohama’s renewal keeps the brand embedded across the ATP’s biggest stages, including Masters 1000 and ATP 500 events, where it has steadily built global visibility. Courtside branding, digital integrations, and fan-facing activations will remain central to the partnership, aligning with Yokohama’s push into premium, high-performance, and EV-ready mobility categories across Asia, Europe, and fast-growing tennis markets like India.
The extension also mirrors the company’s wider sports footprint, which includes partnerships with Chelsea FC, Borussia Dortmund, and multiple golf events in Japan. By recommitting to tennis, Yokohama signals a long-term ambition to stay front-of-mind with global fans who respond to performance-driven brand narratives.
Nitto’s extension takes the partnership deep into the next decade and secures continuity for the season-ending ATP Finals, one of the tour’s most commercially powerful and globally broadcast events. Nitto has used the Finals as a showcase for its advanced materials, healthcare technologies and innovation-first identity, integrating its science-led story into event design, athlete programming and broadcast presentation.
With the new deal, the Finals benefit from sustained investment across production, fan engagement, and digital storytelling, while Nitto strengthens its alignment with one of tennis’s most premium global properties. The company’s broader innovation agenda continues through motorsport collaborations, academic research partnerships, and sustainability-led programmes.
These renewals come at a moment when men’s tennis is riding a surge of competitive energy. Jannik Sinner, Carlos Alcaraz, and Holger Rune are driving the sport’s generational shift, while Novak Djokovic, Daniil Medvedev, and Alexander Zverev remain entrenched at the top. The upcoming calendar, including the Australian summer, the Sunshine Double, and the European clay season, ensures both Nitto and Yokohama will feature across the highest-visibility segments of the ATP’s broadcast and live-event ecosystem.
The ATP’s broader commercial network remains anchored by major global brands such as Sony, Lexus, Spotify, Emirates, Verizon, Stella Artois, Quint, Overtime, and Polaroid. The renewed commitments from Yokohama and Nitto further stabilise this ecosystem, giving the tour long-term commercial certainty as it scales fan engagement, event presentation, and global reach.
By locking in two cornerstone partners through the end of the decade, the ATP strengthens its commercial foundation and preserves the premium positioning of its flagship events as the sport enters a new competitive, economic, and audience-driven era.
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