Lagardère Sports adds ATP 250 Mercedes Cup to its media rights kitty

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Lagardère Sports has added the ATP 250 Mercedes Cup Stuttgart to the rich list of its media rights basket.

Lagardère Sports has today (Monday) announced that it has reached an agreement with the agency e|motion sports GmbH Germany to acquire the worldwide media distribution rights (excluding Germany) to the ATP 250 Mercedes Cup until 2022.

Lagardère Sports has already distributed the 2018 event which saw Roger Federer defeat Milos Raonic in a thrilling final in June. With more than 40 years of experience of building tennis fan bases and visibility for the sport on television, and now the leading distributor of ATP 250 events, the agency will not only give the tournament global visibility but will also provide a solution for the packaging and monetising of rights efficiently and effectively.

Nikolaus von Doetinchem, Senior Vice President Global Media at Lagardère Sports said: “We’re proud to have the Mercedes Cup Stuttgart in our portfolio of ATP 250 events particularly as it is one of the biggest and most exciting tournaments on the tour. As we continue to innovate in line with the transformation of the media landscape it’s an exciting time, and we’re looking forward to taking the distribution of media rights to the next level.”

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Edwin Weindorfer, CEO & Founder, e|motion sports said: “We’re delighted to continue our partnership with Lagardère Sports to ensure that our tournament reaches a wide audience across the globe. The ATP 250 Mercedes Cup in Stuttgart is unique as it is played on ‘Wimbledon-style’ grass courts and provides the perfect preparation for the top stars of our sport prior to ‘The Championships’ in Wimbledon. We already have a strong following and feel that with Lagardère Sports’ unparalleled expertise, our fans will get access to the event in new and innovative ways as our television and media product will be developed further. As a leader in this area we are certain that Lagardère Sports will help us, and our partners achieve their objectives.”

As the market leaders in the tennis media business, Lagardère Sports will offer individual solutions for tournament partners as well as attractive distribution platforms and dedicated sales approaches for the tournaments’ sponsors.

The tournament will be another set of strong addition to the Lagardère Sports portfolio of ATP 250 events which includes the ASB Classic, Open Sud de France, Ecuador Open Quito, Brasil Open, New York Open, Open 13, Marseille Open, GP Hassan II, Munich Open, Ricoh Open, Mercedes Cup, Hall of Fame, Skistar Swedish Open and the IF Stockholm Open.

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