{"id":10822,"date":"2025-11-13T14:53:54","date_gmt":"2025-11-13T13:53:54","guid":{"rendered":"https:\/\/www.chainon.it\/?p=10822"},"modified":"2026-07-03T12:38:17","modified_gmt":"2026-07-03T10:38:17","slug":"the-value-of-the-title-partner-the-case-of-nitto-at-the-atp-finals","status":"publish","type":"post","link":"https:\/\/www.chainon.it\/en\/the-value-of-the-title-partner-the-case-of-nitto-at-the-atp-finals\/","title":{"rendered":"The Value of the Title Partner: The Case of Nitto at the ATP Finals"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"10822\" class=\"elementor elementor-10822\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d917883 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d917883\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-70992bf\" data-id=\"70992bf\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8afcce6 elementor-widget elementor-widget-heading\" data-id=\"8afcce6\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.17.0 - 01-11-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">Value of Title Partner: case of Nitto at ATP Finals<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-75bc3f1 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"75bc3f1\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-79b156f\" data-id=\"79b156f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d57d9c7 elementor-widget elementor-widget-text-editor\" data-id=\"d57d9c7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.17.0 - 01-11-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><b><i>The Nitto ATP Finals case as an example of evolved sponsorship, where performance, responsibility, and sustainability converge.<\/i><\/b><\/p><p><span style=\"font-weight: 400;\">The <\/span><b>Nitto ATP Finals<\/b><span style=\"font-weight: 400;\"> are now in full swing: the tournament that closes the men\u2019s tennis season is underway in Turin. On the indoor hard court of the Inalpi Arena, the eight best singles players and the eight best doubles teams compete for the final title of the year.<\/span><\/p><p><span style=\"font-weight: 400;\">However, the ATP Finals are not only a prestigious sporting event; they are also a showcase for international sports marketing. Nitto is undoubtedly the most immediate and direct example of this approach: the Japanese company became <\/span><b>Title Partner<\/b><span style=\"font-weight: 400;\"> in 2017, officially giving its name to the event.<\/span><\/p><h4><b>Nitto and Tennis: A Strategic Partnership for the ATP Finals<\/b><\/h4><p><span style=\"font-weight: 400;\">Nitto Denko Corporation, founded in Tokyo in 1918, specializes in the production of high-performance materials.<\/span><\/p><p><span style=\"font-weight: 400;\">Its decision to invest in one of the most important tennis events in the world was far from accidental: the ATP Finals offer an ideal platform to communicate values such as <\/span><b>precision, performance, and sustainability<\/b><span style=\"font-weight: 400;\">\u2014values shared with the sport and its athletes, united by a common goal: to excel in their field.<\/span><\/p><p><span style=\"font-weight: 400;\">Now in its ninth year, the partnership has enabled Nitto to achieve significant results: from increasing global <\/span><b>Brand Awareness<\/b><span style=\"font-weight: 400;\"> to strengthening brand positioning. The international nature of tennis allows the company to connect with key markets and be perceived as a <\/span><b>premium brand<\/b><span style=\"font-weight: 400;\"> associated with excellence. Today, Nitto is linked to one of the most prestigious tennis events in the world.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-70db8d1 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"70db8d1\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f5d3911\" data-id=\"f5d3911\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5e70453 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5e70453\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4406552\" data-id=\"4406552\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d8812cb elementor-widget elementor-widget-text-editor\" data-id=\"d8812cb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>(image: <a href=\"http:\/\/atptour.com\" target=\"_blank\" rel=\"noopener\">atptour.com<\/a>)<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-aabf42f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"aabf42f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-06c91f7\" data-id=\"06c91f7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-77f297e elementor-widget elementor-widget-text-editor\" data-id=\"77f297e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h4><b>Nitto\u2019s Commercial Activations<\/b><\/h4><p><span style=\"font-weight: 400;\">The agreement between ATP and Nitto demonstrates how <\/span><b>naming rights sponsorship<\/b><span style=\"font-weight: 400;\"> can evolve into a strategic partnership capable of generating value, reputation, and a shared identity.<\/span><\/p><p><span style=\"font-weight: 400;\">Since the beginning of its involvement in the ATP Finals, Nitto has implemented a series of commercial activations. In particular, the company supplied its athletic taping products\u2014adopted by the ATP medical team\u2014as the <\/span><b>official sports tape<\/b><span style=\"font-weight: 400;\"> of the global professional tennis circuit. This initiative has contributed to the health and safety of tennis players around the world.<\/span><\/p><h4><b>Nitto ATP Finals: Social and Environmental Contribution<\/b><\/h4><p><span style=\"font-weight: 400;\">Nitto\u2019s commitment to <\/span><b>corporate social responsibility<\/b><span style=\"font-weight: 400;\"> and <\/span><b>sustainability<\/b><span style=\"font-weight: 400;\"> also plays a central role during the <\/span><b>o<\/b><\/p><p><span style=\"font-weight: 400;\">ATP Finals. <\/span><a href=\"https:\/\/www.nitto.com\/eu\/en\/NittoATPFinals\/#section-attempt\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">As part of its CSR initiatives<\/span><\/a><span style=\"font-weight: 400;\">, the company supports families of children facing difficult medical conditions, offering them and hospital staff the opportunity to experience the excitement of the tournament live.<\/span><\/p><p><span style=\"font-weight: 400;\">But that\u2019s not all: in collaboration with the city of Turin and ATP, Nitto launched the <\/span><b>\u201cNitto ATP Finals Torino Green\u201d<\/b><span style=\"font-weight: 400;\"> project, aimed at implementing environmental sustainability measures across the city. The program funds urban and environmental regeneration initiatives\u2014from planting trees to installing green roofs on selected bus shelters, up to the creation of a new city park.<\/span><\/p><h4><b>Sponsorship with an ESG Approach: A New Frontier in Sports Marketing<\/b><\/h4><p><span style=\"font-weight: 400;\">Nitto\u2019s sponsorship of the ATP Finals is a perfect example of how a brand can transform a sporting event into a vehicle for its broader strategic objectives. The goal is not to achieve a short-term visibility spike, but to build <\/span><b>long-term reputational capital<\/b><span style=\"font-weight: 400;\">.<\/span><\/p><p><span style=\"font-weight: 400;\">Understanding and maximizing the potential of sponsorship is now an essential skill for professionals working in sports marketing.<\/span><\/p><p><span style=\"font-weight: 400;\">In this context, companies are increasingly <\/span><b>integrating ESG (Environmental, Social, Governance) principles<\/b><span style=\"font-weight: 400;\"> into their communication strategies, recognizing sport as an effective channel for generating both economic and social value. Sponsorship thus becomes a tool that combines performance with responsibility, helping to promote sustainable growth models.<\/span><\/p><p><span style=\"font-weight: 400;\">This evolution is reflected in <\/span><b>ChainOn<\/b><span style=\"font-weight: 400;\">, the digital platform designed to connect companies and sports organizations aligned with <\/span><b>ESG values<\/b><span style=\"font-weight: 400;\">. Its innovative approach\u2014grounded in transparency and collaboration\u2014promotes a new way of conceiving partnerships: not just visibility, but <\/span><b>shared value creation<\/b><span style=\"font-weight: 400;\"> and positive impact for all stakeholders.<\/span><\/p><p><span style=\"font-weight: 400;\">On ChainOn, the <\/span><b>ESG-oriented sponsorship marketplace<\/b><span style=\"font-weight: 400;\">, companies and organizations can find or propose partnerships in a simple, transparent, and digital way. A place where technology meets sustainability, and where every collaboration becomes an opportunity to grow together, in line with the values of the future of sports marketing.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Value of Title Partner: case of Nitto at ATP Finals The Nitto ATP Finals case as an example of evolved sponsorship, where performance, responsibility, and sustainability converge. The Nitto ATP Finals are now in full swing: the tournament that closes the men\u2019s tennis season is underway in Turin. On the indoor hard court of the [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":11084,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[],"class_list":["post-10822","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Nitto at ATP Finals: sponsorship of sostenibility and results<\/title>\n<meta name=\"description\" content=\"The Nitto ATP Finals case as an example of evolved sponsorship, where performance, responsibility, and sustainability converge.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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