The ATP Tour and Polaroid Eyewear have announced a new global partnership, naming Polaroid the official eyewear partner of the men’s professional tennis tour through 2027.
The multi-year agreement will integrate Polaroid into select ATP Tour events, enhancing the fan experience and increasing the brand’s visibility within the global tennis community.
The partnership will activate at key tournaments, including the Mutua Madrid Open, the Internazionali BNL d’Italia (Rome), and the Swedish Open (Bastad). Polaroid’s presence will be prominent, with dedicated activation spaces in Fan Zones, engaging activities for children, and visible branding throughout the venues. A notable aspect of the partnership will see ATP chair umpires wearing the line of eyewear products during matches.
Beyond on-site activations, the collaboration extends to the ATP Tour’s digital and social media platforms, providing Polaroid with year-round exposure to a global audience of tennis fans. This digital integration will amplify the partnership’s reach and connect with fans across multiple channels.
Further strengthening the partnership, the eyewear brand has announced that rising ATP star Lorenzo Musetti will be the brand ambassador for 2025. Musetti will be the face of the brand’s global campaign, promoting Polaroid’s eyewear products.
Commenting on the association, Daniele Sanò, ATP Chief Business Officer, said, “We’re proud to welcome Polaroid Eyewear to the ATP Tour partner portfolio. Our partnership unites two global brands with a shared vision of connecting with passionate fans worldwide and a commitment to innovation.”
Alberto Macciani, Safilo Group CMO OCB & Global Head of Communication, added, “We are delighted to become the ATP Tour’s Official Eyewear Partner. This 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.”
Lorenzo Musetti, Polaroid Eyewear Brand Ambassador, continued, “I’m honoured to join Polaroid Eyewear as Brand Ambassador for their 2025 global campaign. Like their frames, my tennis is all about style and function. The polarised lenses are a game-changer too, helping me stay focused on the court even on the brightest days.”
This agreement marks a significant collaboration between the ATP Tour and Polaroid Eyewear, two prominent entities in the sports and lifestyle world. The partnership is expected to enhance the fan experience and elevate the profile of both organizations globally.