Peugeot and the Association of Tennis Professionals (ATP) have announced today a new global partnership that will begin next year. Since nobody enjoys an honest PR discourse, they have also released a one-minute clip that shows Novak Djokovic - the Serbian professional tennis player currently ranked No. 1 in men’s singles tennis - playing against himself. And he’s winning too.
The launching video may pass as funny for the fans of the genre, but most of the petrolheads who see it probably still have a problem finding the meaning. Until they do, it should be said what this partnership involves - other than the obvious marketing factor.
With this move, the French automaker becomes the Official Car of the ATP World Tour. Peugeot will, therefore, turn into a Platinum partner of the annual tennis event at more than 20 ATP World Tour tournaments. More than 500 vehicles - 508, 3008, 5008 and the Expert Tepee - will provide first class transport services for players, officials, VIPs, as well as the general public throughout the events.
And all these come from the company’s commitment to the sport. It actually spreads over more than three decades, and counts ATP World No.1 Novak Djokovic, as well as the likes of David Ferrer, Juan Martin del Potro, David Goffin, Jeremy Chardy, Benoit Paire, Tommy Robredo, Gilles Simon, Alize Cornet and Belinda Bencic, among its ambassadors.
“Peugeot has a rich history in our sport and this long-term partnership with the ATP World Tour will cement their position as the preeminent car brand in tennis,” said Chris Kermode, ATP Executive Chairman President. “As we witness record audiences worldwide, we’re delighted to attract such a reputable international brand as Peugeot and welcome them to our growing portfolio of partners.”
Will this help Peugeot’s visibility on the market? Well, think of this: ATP’s official website recorded 325 million visits in 2014. We should add that Peugeot will also become presenting partner of ATP World Tour Uncovered, the Tour’s weekly magazine TV show aired across 170 countries.
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