Inaugural edition of the new tennis format with Mercedes-Benz
Roger Federer had the idea for the Laver Cup three years ago. Now the time has come: From 22 to 24 September 2017, the inaugural team contest will be held in Prague. Team Europe will compete against Team World. Both teams, each comprised of six players, will bring some of the best tennis players of our time to the Czech capital. Mercedes-Benz supports this new tournament format as a global sponsor. In addition to the shuttle service for players, officials and guests, the brand bearing the three-pointed star presents the latest vehicle models in three exhibition spaces at the event venue.
Prague, Czech Republic. The Laver Cup combines two elements of modern sport: The meeting of top athletes in the singles competition and the excitement of an continental team contest. The tournament for the cup named after tennis legend Rod Laver will be held annually – always at a different location. As a partner of the event, Mercedes-Benz provides the tournament mobility, presents latest vehicle models and participates in the already sold-out event with, among other things, a social media photo campaign featuring brand ambassador Roger Federer.
The team vehicles made their first appearance at the official welcome event in the city centre of Prague. The namesake of the team competition, Rod Laver, brought the highly coveted trophy to the event on the bed of the new X-Class. The stars of the tournament will also be shuttled in very special vehicles. While Team Europe will be driven in blue Mercedes-AMG G 63 models sporting the team logo, Team World will be shuttled in red G-Class cars.
Mercedes-Benz Brand Ambassador Roger Federer is looking forward to the outstanding starting field and the innovative team format: “As tennis players, we usually are always rivals. Playing now as part of Team Europe against the best in the world holds a very special attraction for me personally,“ the winner of 19 Grand Slam titles declares. “I am also delighted that my personal partner Mercedes-Benz is part of this new team competition as a global sponsor as well.”
“The Laver Cup impresses with its new format that is unique in the sport of tennis. Breaking with old ways of thinking as well as the desire for change and improvement are driving us as well. That is why we are delighted with the partnership and look forward to the emotional atmosphere in the sold-out arena,” explains Dr Jens Thiemer, Vice President Marketing Mercedes-Benz Cars. “In addition to many top athletes from the world of tennis, the visitors to the event can also experience two stars from our product range, the G-Class and the X-Class.”
A first impression of the Laver Cup fascination for all those interested is available here. In addition, during the three-day tournament, tennis and car enthusiasts can access exclusive contents on Facebook.com/MercedesBenz and the social media channels of the tournament. Active participation is possible via the hashtag #LaverCup.