By Barry Janoff
November 3, 2015: In a move that will give it an additional global footprint as well as another key sports marketing in-road, French automaker Peugeot has signed a deal to become a platinum partner for the ATP World Tour as well as the official car at more than 20 ATP World Tour tennis tournaments.
ATP (the Association for Tennis Professionals) is the governing body of men's professional tennis circuits ATP World Tour, ATP Challenger Tour and the ATP Champions Tour, with 62 tournaments in 32 countries,
Peugeot said it would use its primary tennis spokespersons, led by world No. 1 ranked Novak Djokovic and No. 8 ranked David Ferrer, in efforts to support the alliance.
Financial terms of the deal, which begins in 2016, were not shared.
“Peugeot shares tennis’ values of performance, innovation and elegance,” Maxime Picat, Peugeot CEO, said in a statement. “These are the same values that we aim to share with our clients. Peugeot has been associated with Roland Garros (Grand Slam) for more than 30 years. This new partnership with the ATP World Tour is a natural extension of our belief in tennis as an impactful platform to showcase Peugeot worldwide, all year long.”
In addition to marketing that would include multi-platform activations around and on-court during ATP events, Peugeot will have a presence on ATPWorldTour.com, and as a presenting partner of ATP World Tour Uncovered, the Tour’s weekly magazine TV show, which airs in 170 countries.
Peugeot will supply more than 500 vehicles to provide transportation services for players, officials, VIPs and the general public across the events. Among the cars that will be featured are the 508, 3008, 5008 and the Expert Tepee.
A spot to support the launch of the alliance sees Djokovic playing tennis on various courts (clay, grass, hard court. carpet) alongside the 308 GTI. Text offers, "On tennis grounds all around the world."
In addition to Djokovic and Ferrer, Peugeot's tennis roster includes Juan Martin del Potro, David Goffin, Jeremy Chardy, Benoit Paire, Tommy Robredo, Gilles Simon, Alize Cornet and Belinda Bencic.
Among other sports alliances, the car maker is title sponsor for the Peugeot International Golf Tour.
According to Chris Kermode, executive chairman and president for the ATP, "Peugeot has a rich history in our sport and this long-term partnership with the ATP World Tour will cement their position as the preeminent car brand in tennis. As we witness record audiences worldwide, we’re delighted to attract such a reputable international brand as Peugeot and welcome them to our growing portfolio of partners.”
Corona Extra is the premier partner for the ATP World Tour.
Peugeot joins as a platinum ATP partner Ricoh, FedEx, Emirates and Infosys. Gold partners include Rolex and Moet & Chandon.
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