Mercedes-Benz and the Association of Tennis Professionals (ATP) have announced today that in December 2008 - the expiration date of the pair's current three-year sponsorship contract - each will be going their separate ways.  Reasons cited for the decision not to renew sponsorship included "a revised brand positioning concept and changes in communication structures," with Mercedes planning to shift sponsoring activities to the fields of golf, equestrianism, soccer, fashion and lifestyle.

First initiated in 1996, the partnership between Mercedes and ATP has been a fruitful one, with the luxury brand present at over 40 tournaments per year. To date, more than 35 million tennis fans came into contact with Mercedes-Benz during the sponsorship, while over a billion people (accumulated) watched ATP tournaments on television.

Richard Davies, CEO ATP Properties, had this to say about the companies' history together: "I would like to thank Mercedes-Benz for their support throughout our partnership. Both the ATP and Mercedes-Benz have achieved great things in our time together."

Dr. Olaf Göttgens, Vice President Brand Communications Mercedes-Benz Passenger Cars, added:  "Over the years, our partnership with the ATP has had a very high brand fit for Mercedes-Benz – but we are now adding a new angle to our revised brand positioning.  We are able to look back on a highly rewarding long-term sponsorship which fully met the targets we had set ourselves. Together with the ATP, we were able to support eminent developments in men’s professional tennis. Mercedes-Benz would like to extend many thanks to the ATP for extraordinary partnership."

To learn more about the Mercedes decision not to renew ATP sponsorship, keep reading for the official press release detailing the split.

Enjoy.


OFFICIAL PRESS RELEASE


ATP & Mercedes-Benz partnership to conclude at the end of current agreement in December 2008

• Sponsorship to conclude at end of present agreement on December 31, 2008
  
  
• Mercedes-Benz and ATP draw a positive conclusion
  

Stuttgart, Sep 28, 2007
Mercedes-Benz has decided to conclude the current three year contract with the ATP (Association of Tennis Professionals), first initiated in 1996, at the end of 2008. Against the background of a revised brand positioning concept and changes in communication structures, the focus in the sponsoring activities of Mercedes-Benz is changing too. In future, the emphasis will shift to activities in golf, equestrianism and soccer as well as fashion and lifestyle.

"I would like to thank Mercedes-Benz for their support throughout our partnership. Both the ATP and Mercedes-Benz have achieved great things in our time together," says Richard Davies, CEO ATP Properties.

“Over the years, our partnership with the ATP has had a very high brand fit for Mercedes-Benz – but we are now adding a new angle to our revised brand positioning,” says Dr. Olaf Göttgens, Vice President Brand Communications Mercedes-Benz Passenger Cars. “We are able to look back on a highly rewarding long-term sponsorship which fully met the targets we had set ourselves. Together with the ATP, we were able to support eminent developments in men’s professional tennis. Mercedes-Benz would like to extend many thanks to the ATP for extraordinary partnership.”

Mercedes-Benz has been a premier sponsor of the ATP since 1996 and has to date been present with the familiar “star in the net” at more than 40 tournaments per year. This innovative branding idea on the worldwide ATP Tour formed a milestone in this partnership which has continuously developed over the last twelve years. The “star in the net” became a significant symbol for quality on tennis courts around the world.

Retrospectively, Mercedes-Benz and the ATP can be highly satisfied with the results of their long-term partnership which witnessed significant growth in the average number of spectators at tournaments and TV coverage. More than 35 million tennis fans came into contact with Mercedes-Benz at ATP tournaments during the sponsorship. Furthermore, over a billion people (accumulated) watched ATP tournaments on TV.

Copyright © 2007, DaimlerChrysler AG