The ATP has signed a five and a half year deal with Corona to make them the top tour sponsor, replacing the ever so trashy Mercedes Benz. So get ready to see those Benz logos replaced with limes, people. I give it six months until we start seeing Corona Girls handing out bottle openers and dancing to Ke$ha on changeovers.
"They're pretty savvy marketers, and we think they're going to bring new creativity and energy to our tour and to tennis in general," Helfant said in a telephone interview.
In September, he acknowledged that not having a tour-wide sponsor was "a hole" he needed to fill but said then the global economic turndown made it difficult to make progress.
Ah, Corona. Helping dudes fill holes since 1925.