The partnership will be inaugurated at the 2024 Monte-Carlo Masters. (ATP Tour)

Top-tier men’s tennis’ ATP organizing body has announced a new multi-year partnership with Japanese tire brand Yokohama Rubber

The globally facing partnership will see Yokohama, the ATP Tour’s first official tire partner, activate in particular around a number of ATP Tour events from its top-line ATP Masters 1000 and secondary ATP 500 tournament classes.

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Yokohama will provide “exclusive experiences” for fans at the ATP’s high-profile season-ending ATP Finals, which will be held in Turin, Italy in 2024.

Alongside the ATP Final, Yokohama will provide a similar experience at the ATP Masters 1000’s Monte-Carlo Masters and Internazionali d’Italia, as well as the ATP 500’s Queen’s Club Championships and Hamburg European Open.

Yokohama branding will be present on and off the court and around the event at all partnered ATP Tour events.

As a Gold-tier partner, Yokohama content will be integrated year-round on ATP social media and digital channels. The partnership will be inaugurated at the already underway ATP Monte-Carlo Masters, which is title sponsored by watch brand Rolex.

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Speaking on the partnership, Yokohama Europe chief executive Giovanni Ponzoni stated: “This sponsorship provides the perfect stage to expose Yokohama brand and gives us the opportunity to engage our business partners with unique and exclusive experiences.

“We aim to leverage this partnership to sustain our brand awareness and continue to expand our footprint across Europe.”

Yokohama Rubber has partnered a number of European sports properties in the past in an attempt to expand its brand recognition on the continent, most notably with English soccer club Chelsea for whom it was a kit sponsor.

Other Gold-tier partners of the ATP Tour, meanwhile, include Chinese consumer electronics giant Haier, water bottle and filtration brand Waterdrop, information technology firm Infosys, and Japanese conglomerate Nitto, which is the title sponsor of the ATP Tour Finals.