Men’s tennis organisation the ATP World Tour has announced a change in its premier partner sponsorship strategy to feature beer brand Michelob Ultra at US tournaments.
Michelob Ultra will benefit from net signage and other on-site activations at the Tour’s 10 American-based tournaments.
Corona Extra remains the premier partner of the ATP World Tour globally and will continue to feature at all other events.
The change in branding for American ATP tournaments follows June’s merger between AB InBev, which counts Michelob among its numerous beer brands, and Corona’s parent company Grupo Modelo.
“As a global sports property that takes place across 61 tournaments in 30 different countries throughout the season, we have always prided ourselves on our ability to adapt and build specifically tailored meaningful programmes for our partners on the ATP World Tour,” the ATP’s commercial director Laurent Delanney said.
“The integration of Michelob Ultra within the US market place demonstrates the type of flexibility we can bring to a multi-brand global partner of the ATP.”