New Holland Agriculture will be the Silver Partner of the Nitto ATP Finals, the worldwide event that concludes the men's tennis season, to be held at the Pala Alpitour in Turin from 14th to 21st November.
The CNH Industrial agricultural brand’s logo will be featured on the side-lines, in all the initiatives and on all the materials related to the event and will have its own stand in the Commercial Village, to be erected in Piazza San Carlo in central Turin. This will provide maximum visibility for such a prestigious partnership, with a comprehensive global communications campaign on its social media pages.
Played since 1970, the Nitto ATP Finals took on their current name in 2017 and as usual bring together the eight best singles players in the world and the eight best doubles pairings – those with the highest ATP (Association of Tennis Professionals) rankings, will compete for the highly coveted final title of the season.
The tournament is played in a round-robin format, where each participant plays three matches to determine their standings, then continues to the knockout stage with semi-finals and the final.
The record for singles victories belongs to Roger Federer with six wins, while in the doubles the legendary pairing of Peter Fleming and John McEnroe leads the all-time standings with seven titles.
The Nitto ATP Finals will be broadcast in over 180 countries with an estimated audience of 95 million viewers; they are due to remain in Turin until 2025.
“We made the decision to take to the field alongside the best tennis players in the world”, stated Mattia Manicardi, New Holland Ag. Global Head of Brand Marketing & Communication, “not only because we share these great athletes’ values of excellence, professionalism, competitiveness and loyalty, but also because we can see in their extraordinary technique the same characteristics that have made our agricultural machinery such a success worldwide: power, precision, agility and ability to deal with any situation and achieve success. It’s no coincidence that we have chosen New Holland’s new T7 Heavy Duty tractor with PLM Intelligence to symbolise our partnership: it’s a true champion on all surfaces. As a global brand with deep-rooted Italian origins and its headquarters in Turin, at New Holland we’re proud to be a Partner of such a major event for the city and for the whole nation. New Holland has a capillary presence in all the continents and we’re also pleased to take the opportunity to raise awareness of the advanced technology, productivity and sustainability of our machines among a significant global audience”.
Turin, 5th November 2021