The ATP Tour top-tier men's tennis circuit has renewed its long-running commercial tie-up with luxury watch brand Rolex.
Through an extension unveiled today, the Swiss brand continues as a gold partner of the ATP and as its official timekeeper.
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Rolex, which has an overall relationship with tennis dating back to 1978, will also continue as a partner of the end-of-season ATP Finals and the Next Gen ATP Finals.
The watchmaker is set to remain visible across the tour's social media and digital platforms, including through content "providing match start times and game durations."
Overall, Rolex has been an ATP sponsor since 2005.
Outside its ATP tie-up, Rolex also has deals in place with all four grand slam tournaments – Wimbledon in London, the US Open, Roland-Garros in Paris, and the Australian Open.
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By GlobalDataAway from tennis, meanwhile, most recently the brand struck an extension with the World Sailing governing body, with that deal announced in mid-November.
September saw the ATP Tour name a new chief executive – former Premier Padel boss Eno Polo, replacing Massimo Cavelli, who stepped down at the end of June.
Last month, meanwhile, Nitto Denko, the Japanese materials manufacturer, announced the extension of its title sponsorship of the ATP Finals for another five years.
