Yokohama announces that it has renewed its official partnership agreement with the Association of Tennis Professionals (ATP), the global governing body of men’s professional tennis, and will continue to be the ATP Tour’s Official Tyre Partner (a Gold Partner) through 2028.
The ATP Tour entertains a billion global fans and showcases the world’s greatest players at the most prestigious tournaments. Yokohama Tyres became the ATP Tour’s first Official Tyre Partner in 2024, as part of the Company’s efforts to increase awareness of the Yokohama brand and open up new sales channels in the European market.
With the renewed agreement, Yokohama Tyres will be sponsoring five tournaments in the European countries of Italy, Spain, Germany, and Monaco, including the ATP Finals, the ATP Tour’s prestigious season finale featuring only the top eight singles players and doubles teams in the annual rankings. As the ATP Tour Official Tire Partner, Yokohama Rubber will be able to use the ATP Tour logo in its sales promotion activities and enjoy on-court visibility with the YOKOHAMA logo on-site at sponsored tournaments. The YOKOHAMA logo also will be displayed on ATP Tour social networking sites (more than 9 million followers) and its official website (150 million viewers each year), thereby increasing its brand exposure.
To further strengthen opportunities to increase brand awareness, Yokohama also will serve as the new official partner of the ATP Tour’s “Hot Shot of the Month,” an ATP digital media that enables tennis fans to vote for their favorite shot from tournaments held each month. This partnership will serve as a contact point between YOKOHAMA and ATP fans around the world throughout the year.
The consumer tyre strategy in Yokohama Rubber’s three-year (2024–2026) medium-term management plan, Yokohama Transformation 2026 (YX2026), aims to maximize the sales ratios of high-value-added tires by expanding sales of YOKOHAMA’s global flagship ADVAN brand, the GEOLANDAR brand of tires for SUVs and pickup trucks, winter tires, and 18-inch and larger tires. Under the medium-term plan, Yokohama Rubber’s consumer tire business also is continuing to implement its “Product and Regional Strategies” focused on strengthening the development, supply, and sales of tires that respond to specific trends in each regional market.
Yokohama Tyres–sponsored tournaments（2026 season）
[ATP Masters 1000 (ATP’s highest level tour series)]
April 4–12: Rolex Monte-Carlo Masters (Monte Carlo, Monaco)
April 20–May 3: Mutua Madrid Open（Madrid, Spain）
April 28–May 17: Internazionali BNL d’Italia (Rome, Italy)
[ATP 500 Series]
May 17–23: Bitpanda Hamburg Open (Hamburg, Germany)
[ATP Finals (features only the world’s best eight qualified singles players and doubles teams)]
November 15–: ATP Finals (Turin, Italy)
