Lacoste’s Continued Partnership with the ATP Tour: A Blend of Style and Sportsmanship

Posted on December 5, 2023 by JFP

Lacoste, the renowned French sportswear brand, has once again demonstrated its commitment to tennis by renewing its partnership with the ATP Tour. As the ‘Official Outfitter’ of the men’s tennis competition, Lacoste plays a pivotal role in blending fashion with sports. This ongoing alliance, stretching from 2024 to 2026, is more than a sponsorship; it’s a celebration of a shared legacy in tennis and style.

The partnership is multifaceted, involving not only outfitting ATP staff and officials but also leveraging Lacoste’s presence across the ATP Tour’s rapidly expanding social and digital channels. The synergy between these two entities extends to community engagement, with initiatives like the ‘We Are Etendard’ project, where Lacoste and its ambassadors have been instrumental in providing free sports access and rebuilding sports courts in underprivileged communities. This project reflects a deep commitment to nurturing future talents and promoting sports as a unifying force.

Moreover, Lacoste’s influence in tennis goes beyond the ATP Tour. The brand is a significant presence in some of the most prestigious events on the tennis calendar, including the ATP Masters 1000 tournaments in Madrid and Miami, and even the French Open, Roland-Garros. The roster of ambassadors associated with Lacoste reads like a who’s who of tennis, featuring stars like Daniil Medvedev, Grigor Dimitrov, Ugo Humbert, Venus Williams, Fiona Ferro, and the celebrated World No.1 Novak Djokovic.

This partnership is emblematic of a deeper philosophy that transcends sport. Lacoste CEO Thierry Guibert and ATP Chief Business Officer Daniele Sano have both highlighted the blend of tennis and style and the spirit of sportsmanship and elegance that this partnership embodies. As they celebrate their respective anniversaries – 90 years for Lacoste and 50 years for the ATP – this renewed collaboration symbolizes a lasting commitment to excellence, both on and off the court.

Through this partnership, Lacoste and the ATP Tour are not just promoting a brand or a sport. They are fostering a culture where style, sportsmanship, and community involvement coalesce, paving the way for a future where fashion and sports continue to enrich each other.

Read more at ATP Tour or Sport Business.

Lacoste Congratulates Novak Djokovic On His Wimbledon Win

Posted on July 12, 2022 by JFP

Lacoste’s decision to stand by Novak Djokovic despite his anti-vaccine stance paid off when Djokovic won his twenty-first grand slam at Wimbledon. In celebration Lacoste sent off the following email:

And Lacoste is celebrating with a new sale on Tennis Gear.

Fiona Ferro Signs Endorsement Deal With Lacoste

Posted on April 13, 2021 by JFP

According to Tennis Now, the French tennis pro Fiona Ferro has signed an endorsement deal with Lacoste:

“Lacoste was my first partner and the first brand that believed in me when I was 10 years old,” Ferro said. “Today I am proud to be able to wear the crocodile on the world tour again. It’s a brand that suits me perfectly: I’m combative on the courts, I like to take risks and it’s this boldness and tenacity that can sometimes make the difference during a match.”

Ferro is currently ranked #43 in the world. Read more at Tennis Now.

Lacoste Extends Its Partnership With ATP Tennis Tour

Posted on November 23, 2020 by JFP

Updated: Inside the Games has some more details on Lacoste’s agreement with ATP:

Lacoste has become an official supplier of the ATP Tour after extending its deal with the governing body through to 2023.

The French company, founded by tennis player René Lacoste and André Gillier in 1939, will be the official outfitter and official footwear of the Tour.

Read more at Inside the Games.

Lacoste’s emphasis on tennis continues with the ATP Tour announcing that Lacoste and ATP have extended their partnership for multiple years:

The ATP and Lacoste have announced a multi-year extension of their highly successful partnership. The agreement will see Lacoste transition into an Official Supplier of the ATP Tour, through 2023, following a long-standing partnership with the Nitto ATP Finals, the ATP’s season-ending finale.

The new agreement will see Lacoste become the Official Outfitter and Official Footwear of the ATP Tour, granting the ‘Crocodile’ brand marketing rights and exposure on ATP Tour digital platforms.

In addition, Lacoste will continue to outfit ATP staff throughout the season.

“We are proud to be extending the ATP’s long-term relationship with Lacoste, now in its 19th year,” said Massimo Calvelli, ATP CEO. “As one of the world’s leading fashion brands, whose heritage is rooted in tennis, Lacoste has huge crossover appeal and is a perfect fit for the ATP and our vision for the sport. We are excited at the opportunity to continue our storytelling together.”

“At Lacoste, elegance is more than just a story of style on and off the court, it is a state of mind that we have shared with the ATP for 19 years now and that we are proud to perpetuate today with the renewal of our contract” said Thierry Guibert, Lacoste CEO.

The press release is on the ATP Tour website.

Lacoste Renews Promotional Contract With Daniil Medvedev

Posted on November 13, 2020 by JFP

Lacoste has been connected with tennis since its founding, but it has renewed its promotional emphasis on the sport in the last ten years. A key part of this promotional strategy has been Lacoste’s promotional contracts with pro tennis players. The most famous of their current stars is Novak Djokovic, but they have also signed rising stars like Daniil Medvedev. And, now, Lacoste has announced it’s re-signed Medvedev:

“Lacoste is proud to announce the renewal of the contract with rising tennis star Daniil Medvedev until 2026. In the essence of the brand’s founder, it is his elegance of play and his spirit that Lacoste wishes to transmit through the extension of his contract.”