ATP Inks Long-Term Extension With French Fashion Giant Lacoste

Published 11/20/2020, 1:56 PM EST
Tennis – ATP 500 – Erste Bank Open – Wiener Stadthalle, Vienna, Austria – Serbia’s Novak Djokovic in action during his first round match against Serbia’s Filip Krajinovic REUTERS/Lisi Niesner


French sportswear giant Lacoste has renewed its partnership with ATP, the premier governing body of men’s tennis.

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By virtue of its partnership extension by several more years, Lacoste would continue to be the official outfitter and footwear for ATP Tour events.

Lacoste will continue to dress up players and staff at ATP tournaments

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So the sportswear major will be the official apparel and footwear supplier for the ATP Tour till 2023, as per the new deal.

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The long-standing partnership was up for renewal after the ongoing ATP Finals event in London’s O2 Arena.

Tennis – ATP Finals – The O2, London, Britain – November 18, 2020 Russia’s Daniil Medvedev celebrates during his group stage match against Serbia’s Novak Djokovic Action Images via Reuters/Paul Childs

“We are proud to be extending the ATP’s long-term relationship with Lacoste, now in its 19th year,” ATP CEO Massimo Calvelli said.

ATP and Lacoste: Doubles partners for 19 years and counting

And, as part of the deal, the sportswear company would also continue to provide outfits for the ATP staff.

The ATP and @LACOSTE have announced a multi-year extension of their highly successful partnership.

— ATP Tour (@atptour) November 21, 2020

“As one of the world’s leading fashion brands, whose heritage is rooted in tennis…

…Lacoste has huge crossover appeal and is a perfect fit for the ATP and our vision for the sport.

We are excited at the opportunity to continue our storytelling together,” the ATP CEO said.

The fashion brand’s CEO voiced his happiness over the extension of the deal with ATP.

“At Lacoste, elegance is more than just a story of style on and off the court…

…it is a state of mind we have shared with the ATP for 19 years now and that we are proud to perpetuate today with the renewal of our contract,” Thierry Guibert, Lacoste CEO, said.

Lacoste unveiled Novak Djokovic as its face in 2017

The fashion brand is known by its trademark crocodile logo and has been in vogue for years.

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Lacoste has an endorsement deal with 17-time Grand Slam winner Novak Djokovic.

It unveiled the Serb superstar as its face in 2017.

Yesteryear French tennis star Rene Lacoste and Andre Gillier founded the fashion brand in 1933.

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Over the years, some of the game’s biggest stars have sported the fashion label and have enhanced the brand’s visibility.

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Priyabrata Chowdhury

747 articles

Priyabrata Chowdhury is a tennis author for EssentiallySports. He has been a print journalist for a decade, producing news pages for leading national dailies such as the Hindustan Times and The New Indian Express. His passion for sports eventually drove him to tennis writing.

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