The Roger Federer factor: Uniqlo top brand at ATP Finals, Nike goes missing

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The Nitto ATP Finals welcome Novak Djokovic, Roger Federer, Alexander Zverev, Kevin Anderson, Marin Cilic, Dominic Thiem, Kei Nishikori and John Islner to grace the  O2 Arena in London.

While the leading sports brands vie for precious presence at $2.71 million event, starting tomorrow (Sunday), Nike will be out of a noticeable sight for having lost its leading brand icon Federer to Uniqlo earlier this year and the other two icons Rafeael Nadal and Juan Martin Del Porto to injuries. Ranked second and fourth respectively on the ATP Tour, Nadal and Del Porto had to opt out of the competition reserved for the eight top-ranked players on the ATP Tour.

The loss of Nike, Nadal and Del Porto is the gain for Nishikori and Islner, marking enhanced presence for Uniqlo and Fila. Both the brands will now be supported by two players respectively at the eight-day, eight-player championships. Alexander Zverev and Dominic Thiem represent adidas while Lacoste, supported by the top seed Djokovic, will also have in-arena presence as one of the tournament Gold Category sponsors.

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Across the top-eight players, representing Serbia, Switzerland, Germany, South Africa, Croatia, Austria, Japan and the United States, the sponsorship deals show as wide-ranging a reach as the countries the athletes hail from, adds a report by Forbes.

Uniqlo will reportedly outfit Federer in blue at the season-ending ATP finals. Nishikori, also attired in Uniqlo, will also showcase his Wilson racquet.

Nike’s symbolic presence will be limited to the footwear of Nishikori and Federer. Djokovic will showcase the Asics footwear.

As tennis calendar draws a close for year 2018, Uniqlo is set to be the most followed brand on the court for its association with Federer, who will be eyeing his 100th career title.

Elsewhere in the arena, Nitto will be the most prominent brand as the tournament title sponsors. Emirates, Fedex, Infosys and Peugeot come next in the Platinum category, followed by Gold category sponsors Lacoste, Moet & Chandon, Garanti Koza, Nature Valley and Rolex. Head, Tecnifibere and Lacoste Perfums make the silver category grade with the tournament partners Maui Jim sunglasses.

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