Lacoste has signed a five-year strategic partnership with the Shanghai Rolex Masters ATP World Tour Masters 1000.
The sports and leisurewear brand will be an official partner of the annual third-tier men’s tennis championship until 2021. The French company succeeds Erke and will provide apparel for all tournament officials and line judges at the event played at Qi Zhong Tennis Stadium.
In addition to courtside advertising boards, Lacoste will also benefit from two sales areas on the tournament site. The financial terms of the long-term agreement have not been made public.
"We are proud to be one of the official partners of the Shanghai Rolex Masters,” said Thierry Guibert, chairman of the Lacoste Group. “This tournament perfectly matches the DNA of the Lacoste brand and its global strategy in Asia. This partnership will contribute to the development and strengthening of our brand presence in this region and especially in China, one of our main markets."
Former world number one Andy Murray won the 2016 Shanghai Rolex Masters. The Briton beat Spain's Roberto Bautista Agut 7–6, 6–1 in the final. The 2017 edition of the event got underway on Saturday, and concludes on 15th October.