The luxury carmaker, which has backed the ATP for 11 years, plans to change its sponsorship focus to incorporate a variety of sports, including golf, football and equestrian activity as well as increasing its lifestyle and fashion involvement.
"Over the years, our partnership with the ATP has had a very high brand fit
for Mercedes-Benz - but we are now adding a new angle to our revised brand
positioning," said Dr Olaf Gottgens, vice president of brand communications
at Mercedes-Benz Passenger Cars.
He went on to state that through the partnership, Mercedes-Benz was able to
support important developments in the tennis world.
The ATP is reported to have had talks with potential replacement sponsors.
