Rolex has become the new title sponsor of the Paris Masters, confirming the departure of tennis tournament’s longstanding partner, BNP Paribas.
The deal with the French Tennis Federation (FFT) will see the event renamed the Rolex Paris Masters and draws to a conclusion the partnership with French banking group, BNP Paribas, which has held the naming rights to the tournament since 2003.
Having served as the official timekeeper of the tournament since 2007, the Swiss luxury watch brand will now serve as the title sponsor of the tournament for the next decade.
The 2017 edition of the Rolex Paris Masters will begin on 30 October, the last top-ranking event on the ATP World Tour before London's ATP Finals in mid-November.
"In becoming the naming partner of the Tennis Paris Masters, Rolex has strengthened its links with one of the ATP tour’s flagship tournaments, and this is due in no small part to the vision of Bernard Giudicelli, president of the FFT, and of Guy Forget, director of the event," said Arnaud Boetsch, communication and image director at Rolex.
Last month the ATP announced it would continue to hold the ATP World Tour Finals at London’s O2 until 2020 after agreeing a new title sponsorship with Japanese innovation company Nitto.