Poland’s leading tennis player joins YOKOHAMA as Brand Ambassador, strengthening the company’s connection with customers through one of Europe’s most strategic tennis markets.
Düsseldorf, 9th October 2026 – YOKOHAMA today announces a new partnership with Hubert Hurkacz, one of the most accomplished and recognizable figures in international tennis, who joins the company as Brand Ambassador in Poland.
The partnership marks another important step in YOKOHAMA’s European brand-building strategy, reinforcing its commitment to tennis as a powerful platform for engaging consumers and strengthening brand visibility across key markets.
As one of Poland’s most successful athletes, Hubert Hurkacz brings a unique combination of international recognition and strong local relevance. A former ATP World No. 6 and winner of eight ATP singles titles, including two ATP Masters 1000 events, Hurkacz has established himself among the elite players of his generation, earning the respect of fans, media and industry stakeholders worldwide.
Beyond his sporting achievements, Hurkacz embodies values that closely reflect YOKOHAMA’s DNA: precision, focus, control, discipline and the relentless pursuit of continuous improvement. These qualities underpin success at the highest levels of professional sport while also defining YOKOHAMA’s approach to product development, performance and innovation.
“Hubert Hurkacz represents an exceptional combination of international standing and strong local affinity,” said Gregorio Borgo, President of Yokohama Europe and Managing Officer of Yokohama Rubber Co., Ltd. “His achievements have made him one of the leading ambassadors of Polish sport, while his mindset and approach to performance perfectly align with YOKOHAMA’s values. Through this partnership, we have the opportunity to connect with consumers in a more authentic and meaningful way during key moments of their tyre purchasing journey.”
“I am delighted to join YOKOHAMA as Brand Ambassador in Poland” said Hubert Hurkacz. “YOKOHAMA has a strong heritage built on performance, innovation and continuous progress, making this partnership a natural fit. I look forward to representing the brand and engaging with fans and consumers through the initiatives we will develop together.”
The collaboration will be brought to life through integrated marketing activities spanning digital communications, branded content and consumer engagement initiatives. By leveraging Hurkacz’s strong visibility and credibility, YOKOHAMA aims to create meaningful touchpoints with consumers and further enhance the effectiveness of its local market activations.
BUILDING A STRONGER EUROPEAN TENNIS ECOSYSTEM
The partnership with Hurkacz forms part of YOKOHAMA’s broader ambition to establish tennis as a strategic pillar of its European marketing platform.
Today, YOKOHAMA’s tennis ecosystem combines the global visibility of the ATP Tour and the Nitto ATP Finals with player partnerships that create direct connections with fans and consumers across Europe. Alongside Italian tennis star Luciano Darderi, Hurkacz strengthens the brand’s ability to activate locally while maintaining a consistent international positioning.
This balanced approach enables YOKOHAMA to leverage the prestige and credibility of professional tennis while tailoring its communications to the specific characteristics of individual markets. In Poland, Hurkacz will provide a distinctive local expression of the brand’s tennis strategy, helping translate sporting excellence into relevant and engaging consumer experiences.
With Hubert Hurkacz joining its growing portfolio of tennis partnerships, YOKOHAMA continues to strengthen a platform designed to combine international reach, local relevance and long-term brand value across Europe.
YOKOHAMA
Founded in Japan in 1917, YOKOHAMA Rubber Company has built extensive expertise across multiple industrial sectors, including tyres, hydraulic hoses and couplings, conveyor belts, marine products and aerospace components. The Company offers a comprehensive range of tyres for all seasons and vehicle categories, including passenger cars, SUVs, crossovers, vans, motorcycles, trucks, buses and off-road vehicles, as well as dedicated solutions for light, commercial and professional transport applications.
YOKOHAMA’s consumer tyre business is focused on growth through high value-added products, driven by its flagship ADVAN brand, synonymous with high performance, and GEOLANDAR, specifically developed for SUVs and pick-up vehicles. Motorsport plays a central role in this strategy, serving as a platform for the development and transfer of advanced technologies into commercial products. Under its current medium-term management plan, YOKOHAMA continues to strengthen its regional product strategies, delivering tailored solutions designed to meet the specific needs and market trends of each region worldwide.
