Mercedes will apparently end its 11-year sponsorship of the ATP - the professional men’s tennis tour – at the end of this year. The brand is apparently keen to widen its portfolio of sports sponsorship to include golf, football and equestrian activities and broaden out its lifestyle and fashion positioning.
Interesting move. A good move in keeping with the brand’s strategy going forward or the chance to be strongly associated with an elite sport slipping away in favour of lesser partnerships? Let us know what you think.
