Luxury watchmakers Rolex have just announced a new partnership as an Official Gold Partner of the Association of Tennis Professionals (ATP) World Tour. On January 1, 2013, the Swiss manufacture was named the Official Timekeeper of the ATP World Tour as part of what will reportedly be a long-term partnership. The deal also includes an extension of Rolex’s sponsorship of the Barclays ATP World Tour Finals, the traditional season-ender held at The O2 stadium in London.
The partnership with the ATP marks Rolex’s continued commitment to tennis; the company is the sponsor of the sport’s most prestigious tournaments and works closely with superstar Roger Federer as a brand ambassador. The affinity between the sport and the brand dates back as far as 1978, when Rolex became the Official Timekeeper of the Wimbledon Championships.
Brad Drewett, the executive chairman and president of the ATP, told us; “We are delighted to announce our new partnership with Rolex, such a prestigious brand with an exceptional sporting heritage. This new partnership underlines the global appeal of our game to both fans and sponsors alike – it’s a very exciting time to be involved in men’s professional tennis.”
Source courtesy the Association of Tennis Professionals.