October 1, 2007
Mercedes-Benz to end 12-year partnership with tennis association
Stuttgart, Germany – Mercedes-Benz has decided to conclude its current three-year contract with the Association of Tennis Professionals (ATP) at the end of 2008. The automaker has sponsored the ATP since 1996. The company says that it is changing its sponsoring activities in light of revised brand positioning and changes in communication structure, and in future will shift its activities to golf, equestrianism, soccer, fashion and lifestyle.
“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 G