Swedish automotive manufacturer Volvo has agreed a deal to become the new title sponsor of the Women’s Tennis Association’s annual tournament in Charleston, South Carolina.
In conjunction with Volvo’s first American plant in South Carolina’s Berkeley County, the brand will become the title sponsor for the Family Circle Cup, changing its name to the Volvo Cars Open. Terms of the deal were not disclosed.
Lex Kerssemakers, president and chief executive of Volvo Cars of North America, said: “As we are establishing our U.S. manufacturing footprint in the Charleston area, this is an ideal way for us to leverage our presence in the community.”
The tournament will continue to be owned and operated by Charleston Tennis, a subsidiary of media group Meredith Corporation, publisher of previous title sponsor, Family Circle magazine.
“The title sponsorship change is a natural evolution of our event,” Bob Moran, general manager and tournament director of the Volvo Cars Open, said. “We are an international event with players, fans and viewers from across the globe. The opportunity for Meredith to partner with a world-class brand like Volvo Cars is a perfect fit.”
The 2016 Volvo Cars Open will take place from April 2-10, with Germany’s Angelique Kerber (pictured) the reigning singles champion.