London - The new-look ATP will be searching for a new global sponsor after Mercedes announced on Friday it would end its decade- plus underwriting of the men's tour at the end of the 2008 season. The luxury car maker has been a backer of the circuit for 11 years, with officials on both sides of the deal putting their own spin on the breakup.
Though it is unknown who blinked first, the ATP was quick to paint a bright picture of the as-yet sponsor-less future.
"This is an exciting time for men's tennis," said marketing supremo, Richard Davies, adding that "established stars and emerging talents" should see the circuit through.
Mercedes bosses hinted at "adding a new angle to our revised brand positioning," as their own market-speak explanation of the divorce, withgolf, soccer, equine sports as well as fashion and lifestyle replacing tennis.
The ATP, headed by South African Etienne de Villiers, has embarked upon a wholesale revamp of the men's game from 2009 with re-branding of all tournaments, new carrot-and-stick approaches to player commitments and increased prize money.
Talks are said to have started with replacement sponsors. Mercedes provided transport at most of the ATP events around the world for players and staff, with a high level of luxury and service on a weekly basis setting a standard in the sport.
