SWISS WATCHMAKER Rolex has become the official timekeeper of the ATP World Tour in a multi-year deal.
Effective from January 1, though only announced to the media this week, Rolex will become an official ‘Gold Partner’ of the tour, which is the third tier of the ATP’s sponsorship hierarchy.
Rolex joins champagne brand Moet & Chandon and multinational energy company Enel as existing Gold Partners.
As part of the deal, Rolex has also extended its sponsorship of the season-ending ATP World Tour Finals, currently scheduled to be played in London until 2015.
Rolex is the second new partner of the men’s professional tennis tour to be unveiled in recent weeks after Emirates Airline agreed a deal last month to become a tier two ‘Platinum Partner’.
The partnership with the ATP is a further example of a renewed marketing strategy by Rolex, in which the brand is prioritising sponsorship ventures which deliver strong symbolic value and global resonance.
In December, the brand signed a multi-year, global partnership to become the ‘Official Timekeeper’ and ‘Official Timepiece’ of Formula One, replacing fellow Swiss watch brand Hublot.
By Luke Harman
Follow Luke on Twitter: @lukeharmanSBG