ATP Lands Corona Extra as Premier Partner
by Staff | February 22nd, 2010, 9:04 am
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The ATP and Mexican beer brewer Corona Extra formally announced today that they have signed an agreement for Corona Extra to become the tennis tour’s new global premier partner through 2015.

As part of the 5 1/2-year agreement, which begins later this year, Corona Extra becomes the official beer sponsor of the ATP and will enjoy significant presence at ATP events around the world, including net branding and other marketing rights.

“We are thrilled to welcome Corona Extra as the ATP’s new global premier partner. Corona Extra is a respected, premium brand enjoyed in 160 countries, which is a great fit for ATP tennis,” said ATP chief Adam Helfant. “We are experiencing one of the most exciting periods in the history of men’s professional tennis, and the commitment of this fantastic brand reflects the appeal of our game. We look forward to the creativity and marketing expertise our partners at Grupo Modelo will bring to the ATP World Tour.”

Corona Extra replaces Mercedes-Benz which had been a longtime partner with the ATP for 12 years until the deal expired in 2008. The Sports Business Journal quotes the deal in the neighborhood of $13 million a year after the first year, which is comparable to Mercedes.

Corona Extra has been a sponsor of ATP tournaments in Acapulco for 16 years and Toronto for four years.

“At Grupo Modelo we are committed to promoting sports not only in Mexico but all over the world, and we are very proud to be venturing into world tennis through our Corona Extra brand and the prestigious ATP World Tour,” said José Parés, Chief Sales and Marketing Officer for Grupo Modelo.

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One Comment for ATP Lands Corona Extra as Premier Partner

Hypnos Says:

Hmmm … is there a shift in tennis view demographics such that Mercedes would not pay top-dollar to renew, and Grupo Modelo would?

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