Prestigious automaker Mercedes-Benz has announced plans to change its sponsorship focus to incorporate a select variety of sports while branching out further into the field of fashion.

The firm has stated that it intends to shift its sponsorship emphasis towards golf, soccer and equestrian activity, as well as increasing its lifestyle and fashion forays.

Recently, the company announced that it would reach a positive conclusion to its three-year contract with the Association of Tennis Professionals (ATP) next year, a relationship which it describes as being "highly rewarding".

"Over the years, our partnership with the ATP has had a very high brand fit for Mercedes-Benz - but we are now adding a new angle to our revised brand positioning," said Dr Olaf Gottgens, vice president of brand communications at Mercedes-Benz Passenger Cars.

He went on to state that through the partnership, Mercedes-Benz was able to support important developments in the tennis world.

The firm recently became the official car sponsor of the Presidents Cup golfing tournament, which incorporates 34 matches in total.

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