p will continue to be hosted in London until 2020 and will be renamed the Nitto ATP Finals following a new title sponsorship deal with the Nitto Denko Corporation.
ATP executive chairman and president Chris Kermode revealed the week-long season finale for men’s tennis would remain at the O2 in London for a further two years and announced a new four-year title sponsorship with the Japanese innovation company.
“It’s fantastic news to have such an ambitious and innovative company partner with our season-ending showcase in what is unquestionably one of the most exciting times in men’s professional tennis in recent memory,” said Kermode.
Nitto’s decision to partner with ATP will help it reach UK consumers as it expands its marketing operations internationally.
The brand’s chief executive, Hideo Takasaki, said: “As title sponsor, we hope to accelerate our global brand promotion this year, and for our 100th anniversary in 2018, and beyond.
By sponsoring the ATP Finals, we at Nitto also aim to further increase the popularity of tennis, and we look forward to the emergence of new star players competing in the event.”