Lacoste to Sponsor the Miami Open for the Next Five Years

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Lacoste is hitting up Miami hard. First, they unravelled a permanent shop (pictured above) and pop-up shop within Aventura Mall. Now, the preppy Alligator-emblemed brand wil be sponsoring the Miami Open tennis tournament for the next five years!

"Lacoste will become the official tennis, clothing and footwear outfitter of the event starting next year," reports Business of Fashion. In addition, they'll be opening up pop-ups at the Key Biscayne-based tournament. The commitment makes sense. According the the Berta de Pablos, Lacoste's VP of branding and communications, "Lacoste generates about 40 percent of revenue in the U.S., with Florida its biggest market with 15 stores." Guess we're still suckers for a good polo.
· Lacoste Strikes Five Year Sponsorship Deal with Miami Open [Business of Fashion]
· Lacoste Opens Permanent Store and Pop-Up at Aventura [Racked Miami]