YOKOHAMA continues to strengthen its role within the ATP Tour ecosystem as Official Tyre Partner, building on a global partnership that has become a key pillar of its international brand strategy. The brand focuses on a curated selection of flagship tournaments to maximize impact across its priority markets combining visibility, stakeholder engagement, and high-value experiences.
In this context, YOKOHAMA is pleased to launch its partnership with the Mutua Madrid Open, reinforcing the brand’s commitment to premium platforms.
As one of the standout events on the ATP Tour calendar, the Mutua Madrid Open reflects Spain’s deep-rooted passion for tennis, uniting world-class competition with strong media resonance and an international audience at the heart of the Spanish capital. Its energy and prestige offer an ideal setting for YOKOHAMA to activate its presence in a way that is both visible and relevant.
As part of the ATP Masters 1000 series, Madrid is recognized among the Tour’s most prestigious tournaments, bringing together the world’s leading players and reinforcing the event’s status as a key milestone of the clay-court season.
Gregorio Borgo, President of Yokohama Europe and Managing Officer of Yokohama Rubber Co., Ltd., commented: “Being part of the Mutua Madrid Open allows us to connect with an international audience in one of Spain’s most iconic sporting settings. Madrid’s unique atmosphere and the country’s deep passion for tennis make this tournament a powerful platform to bring our brand closer to fans, clients, and partners. This partnership reflects our commitment to strengthening YOKOHAMA through premium environments that share our values of performance and excellence.”
Mutua Madrid Open CEO Gerard Tsobanian also expressed his pleasure regarding this agreement: “We are delighted to welcome YOKOHAMA as a partner of the Mutua Madrid Open. Their strong commitment to innovation, performance and excellence makes them a natural fit for one of the most prestigious tournaments. This partnership further enhances the international profile of our event and creates new opportunities to connect with fans and stakeholders in meaningful ways.”
YOKOHAMA’s presence in Madrid contributes to a broader activation strategy across the ATP Tour, supporting a consistent and distinctive brand narrative built on quality, innovation, and long-term growth.
About YOKOHAMA
Founded in 1917 in Japan, the YOKOHAMA Rubber Company has developed extensive expertise across multiple industrial sectors, including tyres, hoses and couplings, conveyor belts, marine products and aircraft components.
The Company offers a comprehensive tyre portfolio spanning passenger cars, high-performance, light trucks, commercial trucks and buses, as well as agricultural and industrial machinery.
YOKOHAMA’s consumer tyre business is focused on driving growth through high value-added products, led by its flagship brands ADVAN, synonymous with high performance, and GEOLANDAR, designed for SUVs and pick-up trucks. Motorsports play a key role in this strategy, serving as a platform to develop and transfer advanced technologies into commercial products.
Under its current medium-term plan, YOKOHAMA continues to strengthen its “regional product strategies”, delivering tailored solutions that respond to the specific needs and trends of each market.
