New Holland Agriculture have been the Silver Partner of the Nitto ATP Finals, the worldwide event that concludes the men's tennis season, which draws to a close this weekend (21st Novemeber) at the Pala Alpitour in Turin. 

The CNH Industrial agricultural brand’s logo has featured on the side-lines, in all the initiatives and on all the materials related to the event and has had its own stand in the Commercial Village, in Piazza San Carlo in central Turin. 

Played since 1970, the Nitto ATP Finals took on their current name in 2017 and bring together the eight best singles players in the world and the eight best doubles pairings - those with the highest ATP (Association of Tennis Professionals) rankings, will compete for the highly coveted final title of the season. 

The tournament is played in a round-robin format, where each participant plays three matches to determine their standings, then continues to the knockout stage with semi-finals and the final.

The Nitto ATP Finals is currently being broadcast in over 180 countries with an estimated audience of 95 million viewers; they are due to remain in Turin until 2025.

“We made the decision to take to the field alongside the best tennis players in the world”, stated Mattia Manicardi, New Holland Ag. global head of brand marketing & communication, “not only because we share these great athletes’ values of excellence, professionalism, competitiveness and loyalty, but also because we can see in their extraordinary technique the same characteristics that have made our agricultural machinery such a success worldwide: power, precision, agility and ability to deal with any situation and achieve success.

"As a global brand with deep-rooted Italian origins and its headquarters in Turin, at New Holland we’re proud to be a partner of such a major event for the city and for the whole nation."