Barclays signs 20m tennis sponsorship

Barclays%20logoBarclays is to become one of the biggest sponsors of men’s tennis after announcing a five-year £20m deal with the ATP, the governing body for men’s professional tennis. It will be renamed as the Barclays ATP World Tennis Tour Finals.

The deal will see the new tournament replace the Tennis Masters Cup, which is currently held in Shanghai’s Qi Zhong Tennis Center and marks the end of the season. The Barclays event will move to London’s O2 Arena from November 2009 and will feature the eight best singles players and eight doubles teams competing for the number one spot.

Elizabeth Chambers, chief marketing officer for global retail and commercial banking at Barclays, says: “We are very pleased to be bringing the ATP Barclays World Tour Finals to London next year. It provides a solid platform for Barclays to deepen our relationships with key clients in line with our growth strategy, while also heightening our global profile.”

The ATP World Tour Finals will a key part of the Barclays global sponsorship strategy, which aims to reflect the interests of its customers, clients and stakeholders and the communities that it operates in.

Barclays has a portfolio of sponsorships including the Barclays Premier League( football), the Barclays Classic (golf), Barclays Churchill Cup (rugby) and the Barclays Dubai Tennis Championships (tennis).

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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