Lacoste to Sponsor Rolex Paris Masters Tennis Tournament

Lacoste has signed a partnership with the Rolex Paris Masters, an annual ATP Masters 1000 event—a series of worldwide tennis tournaments featuring the top-ranked players on the men’s tour—the company confirmed Thursday.

This year’s edition will run from Oct. 26 to Nov. 3 and will involve players including world number one Jannik Sinner, Carlos Alcaraz and Alexander Zverev, competing for a €919,075 ($992,835) prize draw.The “premium” partnership runs until 2030 and comes as the brand, founded by French tennis champion René Lacoste in 1929, continues its push upmarket as well as its efforts to reassert its sporting heritage under creative director Pelagia Kolotouros.

Lacoste, also a longtime sponsor of the prestigious Roland Garros French Open and Grand Slam record-holder Novak Djokovic, has increasingly had to defend its dominance in the sport as luxury brands and major retailers like Uniqlo and Hugo Boss increasingly encroach on its territory.

Sinner is a Gucci ambassdor, while Alcaraz is signed to Louis Vuitton. Meanwhile, Loewe creative director Jonathan Anderson played a key role as the costume designer for the tennis-inspired “Challengers” movie which launched earlier this year starring Zendaya.

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