The ATP, the organizer of the top-tier men’s tennis tour, has brought in Italian electric mobility brand Nilox as a global partner.

This marks the first commercial deal in professional tennis for Nilox, which in addition to the overall global ATP Tour partnership will also become a partner of the Internazionali BNL d’Italia and Barcelona Open events.

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Nilox will receive on-court and on-site exposure throughout the partnership, to promote its e-scooters and e-bikes. The tie-up is effective immediately.

The ATP has said the deal will provide Nilox with “a year-round global platform to showcase its brand and promote sustainable and healthy living choices for people and the environment.”

Daniele Sano, the ATP’s chief business officer, said: “We’re delighted to partner with Nilox, a true leader in this space, as we continue our focus on reducing travel emissions across the ATP Tour. It’s key to build alliances with like-minded organizations and to raise awareness around this important topic.”

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The ATP Tour currently has the Emirates airline as its premier commercial partner and Australian online trading platform Pepperstone as the second-tier platinum partner, with that tie-up agreed last May.

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Giovanni Testa, chief operations officer at Esprinet Group, which owns Nilox, added: “Through our increasingly comfortable, beautiful, and practical hi-tech products, we offer people new ways to reach their destination while respecting the environment. This focus on sustainability characterizes our partnership with ATP and makes us even more proud to be part of it.”

In terms of Nilox’s other tie-ups in sport, it has a deal in place with Italian soccer’s Inter Milan, and in October 2020 entered into a multi-year agreement with basketball’s NBA.

Image: Christian Kaspar Bartke/Getty Images