ATP, Polaroid Eyewear Ink Partnership Until 2027

LONDON — ATP, otherwise known as the Association of Tennis Professionals, is partnering with Polaroid Eyewear as its official sponsor through to 2027.

The brand will be hosting a number of activations around ATP Tour events, but it will be starting with the Mutua Madrid Open, which kicks off from April 21 to May 4, which coincides with the Internazionali BNL d’Italia, which starts from April 29 to May 18.

The Swedish Open, which runs from July 7 to 20 will also participate in setting up activations.

Italian player Lorenzo Musetti, who ranks at number 17 on the ATP tennis list has been named as an ambassador for Polaroid Eyewear in 2025.

“Like their frames, my tennis is all about style and function. The polarized lenses are a game-changer too, especially on the brightest days,” Musetti said.

The eyewear brand will also be worn by ATP Chair Umpires on court.

Alberto Macciani, Safilo Group’s chief marketing officer said the partnership is a “truly global platform provides the perfect opportunity to expose the Polaroid Eyewear brand, allowing us to engage new customers and expand our footprint. With Polaroid Eyewear’s innovative products, we look forward to enabling everyone to enjoy watching tennis with perfect vision and high protection.”

The Safilo Group bought the Polaroid Eyewear business in 2011 for 65 million euros, or $87.5 million.

The deal added to Safilo’s portfolio of proprietary brands, comprising of Carrera, Smith Optics, Oxydo and Blue Bay, as well as complementing its stable of licensed brands, which include Marc Jacobs, Moschino and Etro.