Major Japanese Brands Renew Long-Term ATP Partnerships

Two major Japanese brands have deepened their relationship in the tennis world by renewing their partnership deals with the Association of Tennis Professionals (ATP). 

The renewals come at a period when tennis is further expanding its already wide international footprint and competing intensely for digital-first audiences.  

Firstly, Yokohama Tyres will continue its role as the ATP’s official tyre partner through 2028, while Nitto Denko Corporation has renewed its title partnership of the ATP Finals until 2030, sealing long-term stability for tennis.

Yokohama’s extended keeps the brand in the forefront across the ATP’s biggest stages, including Masters 1000 and ATP 500 tournaments, where it has over the years leveraged on to boost global brand awareness. 

Courtside branding, digital integrations, and fan-facing activations remain pivotal to the partnership as Yokohama’s propels into premium, high-performance, and EV-ready mobility categories across Asia and Europe.

As for Nitto, the renewal takes the partnership  well into the next decade and secures continuity for the season-ending ATP Finals, one of the tour’s biggest and most followed tournaments. The Japanese adhesive major has banked on the tournament to showcase its advanced materials, healthcare technologies and innovation-first identity, fusing its science-led story into the tournament’s event design, athlete programming and broadcast presentation.

The renewals come in at a time when men’s tennis is witnessing a changing of guard, and a growing rivalry between Jannik Sinner and Carlos Alcaraz. 

According to ASN data, tennis (5.6%, ~US$720.5m) is the 6^th highest backed sport in the Asian sponsorship landscape since Q123, with a quarterly average of US$87.3m during this period. The forecast for Q425 is tipped to hit US$85.1m+, about 29.7% above the usual average, and is a much needed reprieve from the muted previous quarters in 2025, which  saw investment merely between US$12.6m+ and US$15m.