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ATP & Polaroid global partnership

Polaroid Eyewear is a pioneering international eyewear brand, one of the home brands of Safilo Group, renowned for its game-changing polarised lenses and products that combine functionality with stylish design.

 

The partnership will see the brand activate at the Mutua Madrid Open, the Internazionali BNL d’Italia, and the Swedish Open, unlocking exclusive experiences for fans. Benefits include prominent brand visibility, dedicated activation space in Fan Zones and a notable presence at kids’ activities on-site. ATP Chair Umpires will also style Polaroid eyewear on court. In addition, Polaroid will reach the global tennis community through year-round exposure on ATP Tour’s social and digital channels.

 

Lorenzo Musetti – currently ranked in the Top 20 of the PIF ATP Rankings and Olympic Bronze Medalist – will become the Ambassador of the partnership and the face of the 2025 Polaroid Eyewear global campaign. Part of the next generation of Italian tennis, Musetti combines talent with distinct style both on and off court. These qualities perfectly reflect the brand’s values: youthful, athletic, and with a flair for fashion.

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“We’re proud to welcome Polaroid Eyewear to the ATP Tour partner portfolio,” said Daniele Sanò, ATP Chief Business Officer. “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, 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.”

Lorenzo Musetti, Polaroid Eyewear Brand Ambassador, said: “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.”