Lacoste becomes official sponsor of Mutua Madrid Open

By

Triana Alonso

Translated by
Roberta HERRERA

Published
Dec 13, 2022

Lacoste is strengthening its long-standing alliance with tennis and has confirmed its partnership with yet another international tournament. The tournament's 21st edition, which will be held from April 24 to May 7, 2023 in the Spanish capital, will see Lacoste become the official sponsor of the Mutua Madrid Open.

The brand founded in 1933 by René Lacoste and André Gillier is now the official footwear and clothing sponsor of the 14-day tournament, supplying clothing for line judges, ball boys and girls, members of the organization, volunteers and court staff. The company, owned by the MF Brands conglomerate, will also have two stores dedicated to the event, where it will offer garments from its 'fashion sport' collection.

"This new partnership reinforces the intrinsic link between Lacoste and tennis. This sport has a unique spirit that allows it to transcend beyond sporting performance to a true lifestyle," said Catherine Spindler, the French brand's deputy CEO since last October, about the recently announced Mutua Madrid Open sponsorship.

"It is the perfect embodiment of this evolution and stands out especially for the way it combines audacity, creativity, performance. This tournament is completely aligned with Lacoste's vision of tennis and fashion-sport," she went on to add about the Spanish tournament. 

For his part, the president and CEO of the sporting event, Gérard Tsobanian, stressed that Lacoste is an "absolute reference in the world of fashion in general and sports in particular," noting that this partnership will take both the brand and the tennis tournament "to the next level."

The brand, which recently opened an impressive and modern flagship store on the Champs Elysées, has a retail network of 1100 boutiques across 98 countries. Despite not disclosing its turnover, the company has reportedly exceeded 2 billion euros in sales over the last four years.

In terms of its partnerships with the world of tennis, Lacoste has worked with players such as Venus Williams, Novak Djokovic, Daniil Medvedev and the emerging Ugo Humbert. The brand has also been a partner of the emblematic French Roland Garros tournament since 1971.