You know the ATP are really maximising on their opportunities when they land a sponsorship deal that will see them secure sunglasses for all the umpires and staff at every tournament year round.
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The three-year agreement the ATP has recently signed with Maui Jim, has made the Hawaiian company the official eyewear of the ATP World Tour.
Maui Jim, a premium polarised sunglasses brand founded 30 years ago on the shores of Hawaii, have been getting more and more involved with tennis and have the likes of Martina Hingis and David Ferrer as their ambassadors.
They’ve been spotted setting up booths of activation zones at various tournaments in recent years but have decided to cement their commitment to the sport by signing a deal with the ATP World Tour that will guarantee their presence at every event year-round.
.@OfficialMauiJim enters global partnership with #ATP as Official Eyewear of the @ATPWorldTour http://t.co/0wNc3stQYf pic.twitter.com/mW8ZoRBWMw
— ATP World Tour (@ATPWorldTour) February 22, 2015
“For Maui Jim Europe and the Middle East, this is by far our biggest commitment in sport, also from a financial point of view. We’ve been to many tournaments before, but in terms of doing it centrally and give it the structure of being official eyewear supplier,” Martijn van Eerde, Maui Jim’s marketing director for Europe told Sport360 at the sponsorship announcement in Dubai.
ATP commercial director, Laurent Delanney, sees this new partnership as a natural fit between both companies.
“It means something very useful for the ATP to be able to have the best sunglasses in the world for our staff,” he said. “They spend so much time outdoors in the sun around the world. The chair umpires, but not just them, also our staff generally, that it’s a natural fit between the two companies.
