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Noventi extends Halle Open title sponsorship

State Premier of North Rhine-Westphalia Armin Laschet applauds Roger Federer after winning the 2019 Noventi Open (by Thomas F. Starke/Getty Images)

Healthcare provider Noventi has agreed an early extension to its title sponsorship of the Halle Open, Germany’s leading tennis tournament on the men’s ATP Tour and a traditional warm-up event for the Wimbledon Championships.

Noventi signed on as the new title sponsor just days before last year’s tournament. Noventi agreed a three-year deal, running from 2019 to 2021, under which the ATP 500 grass court event in Halle was renamed as the Noventi Open.

Noventi’s backing came after previous title sponsor, fashion manufacturer and retailer Gerry Weber, filed for bankruptcy in January 2019. The new agreement adds a further year to Noventi’s support, taking it through to the 2022 tournament.

Hermann Sommer, chairman of Noventi Health, said: “We are further supporting the strengthening of health services in Germany and, in particular, of owner-operated local pharmacies. Furthermore, we would like to set an example for health care in our country this year – the year of the introduction of e-prescriptions. Therefore, we will present this with our Noventi eRezept-Lounge (e-prescription lounge) at the venue.”

Sven Jansen, member of the board of directors at Noventi Health, added: “As strategic partner of the Noventi Open, it is our goal to also transfer our values and visions regarding the topic of health and sustainability in Germany and the world to the most important tennis tournament in Germany.

“We already started with this last year by making the Noventi Open the first climate-neutral ATP 500 tennis tournament in the world.”

The Noventi deal has been struck after it was revealed that the tournament’s venue, Gerry Weber Stadion, will be renamed the OWL Arena in a contract involving up to 16 sponsors.

The structure of the naming rights concept has seen the event management company OWL Sport, formerly known as Gerry Weber Management & Event, sign up a host of companies from the Ostwestfalen-Lippe region of Germany, which OWL is an abbreviation for.