Lacoste and Roland-Garros tennis tournament extend partnership deal
French sportswear label Lacoste has had a connection with the Roland-Garros tournament in Paris, as the French Open Tennis Championship is known, for a long time. To begin with, because René Lacoste, a top-notch tennis player before he founded the eponymous label, won the French Open title in 1929. And because, since 1971, Lacoste has been a sponsor of the tournament.
This week, the ties between Lacoste and the Roland-Garros tournament strengthened further, as their agreement was extended until 2025. “We’re happy to perpetuate our historical relationship with the world’s most prestigious tennis tournament. Our long-standing presence at Roland-Garros is an essential element of our global brand strategy, and a way of promoting our values and expertise. Lacoste will continue to grace the courts and the grounds of the Roland-Garros stadium with its own brand of French elegance,” said Thierry Guibert, President of Lacoste.
The connection with the temple of French tennis, which during the 2017 Open Championship hosted 470,000 spectators, is crucial for Lacoste’s strategy on the tennis market, which was boosted last year when the French brand enlisted star player Novak Djokovic as brand ambassador. In 2017, Lacoste topped the €2 billion revenue mark, and at the end of last summer it bought a majority stake in Major Sports, a French company which owns Tecnifibre, a tennis racket specialist.
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