Nitto Denko Extends Partnership With the ATP Through 2030
Nitto Denko Corporation (Headquarters: Osaka, Japan; President: Hideo Takasaki), widely known as Nitto, has officially announced the extension of its long-standing partnership with the Association of Tennis Professionals (ATP). Under this newly renewed agreement, Nitto will continue as the Title Partner of the Nitto ATP Finals for an additional five years, securing its role through 2030. Listed on the Tokyo Stock Exchange (TOKYO: 6988), the company reinforces its position as a key supporter of one of the most prestigious and globally recognized tennis events in the sport.
The updated contract ensures that Nitto will collaborate closely with both the ATP and the Italian Tennis and Padel Federation (FITP), sustaining the Finals in Italy through the end of the decade. This extended partnership aligns deeply with Nitto’s corporate ambition to inspire, to innovate, and to evolve as a global enterprise, while continuing to support a sports event widely celebrated for its sustainability-led operations.
A Legacy of Partnership Since 2017
Supporting Tennis Excellence on the Global Stage
Nitto first became the Title Partner of the ATP Finals in 2017, marking a transformative moment for both the company’s global visibility and the branding of the season-ending tournament. The ATP Finals represent the climax of the men’s professional tennis calendar, featuring the top eight singles players and top eight doubles teams who accumulate the most ATP ranking points throughout the season. Often described as the “fifth Grand Slam” due to its high profile and intense competition, the Finals have become synonymous with both world-class athleticism and innovative event production.
Since its inaugural involvement, Nitto has played an instrumental role in enhancing the prestige of the tournament, contributing not only as a sponsor but also as a partner dedicated to elevating the overall fan experience and the tournament’s global outreach. With the tournament scheduled to continue in Italy through 2030, Nitto’s renewed commitment strengthens a relationship built on shared values such as performance, global reach, and a spirit of continuous improvement.
Shared Values: Innovation, Leadership, and Global Ambition
Why the ATP Finals Are a Natural Fit for Nitto’s Vision
Nitto’s overarching business strategy—its pursuit of becoming a world leader across multiple specialized fields—mirrors the character of the ATP Finals. Just as the tournament brings together the best players from across the globe to compete for one of the most prestigious titles in tennis, Nitto strives to reach the top of its industries by fostering a culture that embraces excellence, agility, and global competitiveness.
An important part of Nitto’s identity is its Global Niche Top™ strategy, which focuses on delivering leading-edge technologies in niche markets where the company can stand as a global No. 1. This philosophy resonates with the ATP Finals’ format, which highlights only the top-performing athletes. Both Nitto and the tournament share a commitment to continuously raising standards and embracing new challenges, making the partnership a natural and mutually reinforcing collaboration.
Moreover, by investing in a tournament recognized as one of the most sustainable events on the ATP Tour, Nitto strengthens its broader corporate responsibility initiatives. Sustainability has become a defining theme in modern global operations, and Nitto’s support helps underscore its pledge to contribute positively not only to industry but to society and the environment as well.
Inspiring Growth and Corporate Culture
How Tennis Influences Nitto’s Internal Mindset
For Nitto, the ATP Finals have come to symbolize more than sponsorship—they represent a powerful catalyst for internal cultural growth. The journey and determination displayed by world-class tennis players have inspired employees within the Nitto Group, encouraging them to adopt the same resilience, ambition, and willingness to take on new challenges.
President and CEO Hideo Takasaki emphasized this connection when announcing the extension. He expressed pride in the partnership, highlighting how the performances of the world’s best tennis athletes mirror Nitto’s own pursuit of excellence. He noted that observing players confront obstacles and push their limits has fostered a spirit of boldness throughout the organization, transcending departments and corporate boundaries.
This cultural transformation aligns with Nitto’s long-term objective to encourage innovation and collaboration across all levels. By associating with the ATP Finals—a stage where only the elite compete under intense global scrutiny—Nitto aims to cultivate an environment where employees continually challenge themselves, innovate freely, and work alongside customers to create new value.
Leadership Statements on the Extended Agreement
Remarks From Nitto President Hideo Takasaki
In reflecting on the renewed contract, President Takasaki stated:
“We are pleased to announce to our stakeholders the continuation of our title sponsorship of the Nitto ATP Finals. Since the inception of our partnership in 2017, we have consistently supported players striving for excellence, recognizing parallels with our own Global Niche Top™ strategy. Furthermore, the players’ bold pursuit of challenges has fostered a culture of taking on challenges within the Nitto Group, transcending organizational boundaries, and has served as a profound source of inspiration. We remain committed to drive to further growth and hope this tournament continues to deliver amazement and inspiration to fans around the world.”
His remarks reflect the broad, lasting impact of the ATP Finals not only on global tennis but also on Nitto’s internal development and brand identity.
Remarks From ATP CEO Eno Polo
Newly appointed ATP CEO Eno Polo echoed the enthusiasm from the tennis world’s side of the partnership:
“Nitto has been our trusted partner for almost a decade now. Their commitment to the Nitto ATP Finals has helped make it what it is today – a world-class experience for both fans and players. Their impact doesn’t stop there – they’ve fully embraced sustainability, leading the way in building an event that drives real, positive change. We’re proud to keep working with a partner equally invested in pushing our sport to new heights.”
Polo’s comments highlight Nitto’s role not only as a financial supporter but as an influential contributor to the evolution of the ATP Finals.
A Partnership Poised for Continued Global Impact
As the partnership moves forward, Nitto is positioned to continue using the global spotlight of the ATP Finals to accelerate its brand presence, strengthen customer relationships, and reinforce its commitment to sustainability and innovation. Each year of the collaboration builds upon the last, ensuring that both the company and the tournament evolve together.
The extension through 2030 signals a deep mutual trust between Nitto, the ATP, and the FITP. It further ensures that fans, athletes, and global partners can anticipate many more years of exceptional competition, groundbreaking sustainability initiatives, and collaborative progress.
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