ATP Tour and Polaroid Eyewear Join Forces in Multi-Year Deal

The ATP Tour has announced a global partnership with Polaroid Eyewear, naming the brand as the Official Eyewear Partner through 2027. This collaboration brings together Polaroid’s iconic polarized lens technology with the global reach of professional tennis, marking an exciting step for both tennis and the eyewear industry. Polaroid, a pioneering international sunglass brand and part of Safilo Group, is renowned for its innovative lenses and products that blend functionality with stylish design.

Polaroid’s Presence on the ATP Tour

As part of this partnership, Polaroid Eyewear will have a prominent presence at key ATP Tour events, including the Mutua Madrid Open, the Internazionali BNL d’Italia, and the Swedish Open. Fans attending these tournaments will be treated to exclusive brand activations, including dedicated spaces in Fan Zones, where they can engage with Polaroid products, experience the brand’s cutting-edge eyewear technology, and participate in interactive activities.

Additionally, ATP Chair Umpires will now sport Polaroid eyewear during matches, reinforcing the brand’s visibility on court and further integrating it into the professional tennis landscape. This move not only ensures that umpires benefit from the high-quality vision protection that Polaroid provides but also subtly markets the brand to millions of tennis fans watching around the world.

Alberto Macciani, Safilo Group CMO OCB & Global Head of Communication, said: 

“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.”

One of the most exciting aspects of this partnership is the appointment of Italian tennis star Lorenzo Musetti as Polaroid Eyewear’s Brand Ambassador for 2025. The world number 16 ranked player and Olympic Bronze Medalist is set to embody the brand’s youthful and stylish image both on and off the court. Musetti’s growing popularity, combined with his elegant playing style and charismatic presence, makes him an ideal representative for Polaroid as they expand their footprint in the tennis world.

Speaking on the partnership, Musetti shared his enthusiasm:

“I’m honored to join Polaroid Eyewear as Brand Ambassador for their 2025 global campaign. Like their frames, my tennis is all about style and function. The polarized lenses are a gamechanger too, helping me stay focused on the court even on the brightest days.”

 For Polaroid, this partnership provides an opportunity to connect with a global audience of tennis enthusiasts, while the ATP benefits from aligning with a brand that prioritizes eye health and cutting-edge optical technology.

With Polaroid’s stylish and functional eyewear now taking center stage at ATP events, this partnership is set to enhance both the visual appeal and the performance aspects of professional tennis. As the collaboration unfolds over the next three years, fans can look forward to more immersive brand experiences and greater visibility of Polaroid’s influence in the sport.

Jake Scudder

Journalist - topics of tennis