Click here for an interesting article from the Business Sports Journal about the ATPs efforts to replace their lucrative Mercedes sponsorship (Mercedes is bowing out in December.) Here’s the lede:
The ATP World Tour is in advanced talks with global insurance giant Aviva to take over the main sponsorship of the men’s tennis circuit next year in a deal that could be worth well over $100 million.
Aviva is one of three finalists the ATP is speaking with about taking over for long-standing backer Mercedes-Benz, said Richard Davies, chief executive of ATP Properties. Other sources went further, pointing to the insurance concern as the leading contender for the top deal. An announcement should occur by late August, during the U.S. Open, Davies said.
I’m glad the ATP is close to a deal, but I’m a little sad that Mercedes is leaving. The sponsorship is such a good fit – with the players and ATP execs who get to enjoy the cars, obviously, but also with us fans, who just like some consistency in the frenetic logo corral of pro-tennis. And it’s nice that we all know what a Mercedes is! Aviva sounds more like a brand of female Viagra than an insurance company. But I guess that explains why they’re shelling out $100 million dollars for brand recognition.