LONDON — The ATP has announced a three-year renewal of its partnership with ENEL, Italy’s largest power company and a leading international electricity provider serving 61 million customers across 40 countries. ENEL has been a Gold Partner of the ATP World Tour since 2007 and will continue to benefit from on-site brand activation at selected ATP World Tour tournaments through 2016.
In 2013, ENEL-sponsored ATP tournaments were watched by over 167 million TV viewers and attended by 562,000 fans. The new partnership will be centred around some of the most prestigious events on the ATP World Tour, including two ATP World Tour Masters 1000 events – the Sony Open Tennis in Miami, and the Internazionali BNL d’Italia in Rome – and the season-ending Barclays ATP World Tour Finals at The O2 in London.
The partnership will continue to promote the ENEL brand and services, not only in those key markets, but around the world through the ATP’s global TV coverage, which has increased 75% since 2008.
“We thank ENEL for their loyalty and look forward to celebrating our 10 years of collaboration. Renewing a partnership for a third time, as we are with ENEL today, is extremely rewarding,” said Laurent Delanney, ATP Commercial Director. “It means a lot, especially in such a competitive and fast changing environment. This renewal shows that we are successfully adapting and tailoring our sponsorship packages to our partners’ objectives.
“I am also proud that ENEL’s decision to continue our collaboration is based on facts and figures,” added Delanney. “To give an example, in 2013, ENEL’s exposure generated by the TV broadcast of their sponsored ATP tournaments increased by 26% in comparison with the previous year. Our sponsorship programmes deliver tangible results for our partners.”
