Mercedes-Benz to end sponsorship of ATP Tour

Mercedes-Benz said on Friday it will end its 11-year sponsorship of men's tennis when its current deal with the ATP Tour expires at the end of 2008.

The DaimlerChrysler luxury car unit, which has backed the tour since 1996, said in a statement it wanted to shift the focus of its marketing activities to golf, horse riding and soccer, as well as fashion and lifestyle.

"Over the years our partnership with the ATP has had a very high-brand fit for Mercedes-Benz but we are now adding a new angle to our revised brand positioning," said Olaf Goettgens, vice president of brand communications for Mercedes-Benz passenger cars.

The ATP said in a separate statement it was in discussions with a number of potential new sponsorship partners.

The men's tour will undergo significant changes from the start of 2009, with new tournaments, mandatory player participation and record prize money, it added.