The 2026 edition of the Blue Lagoon Croatia Open in Umag has welcomed several prestigious international brands, marking a new chapter in the tournament’s evolution. This year's event continues its tradition of collaboration with domestic partners who have supported the tournament over the years, while also introducing partnerships with global brands spanning functional hydration, sportswear, fitness, technology, and automotive industries. These collaborations reflect the growing international recognition of the tournament, which has expanded beyond just tennis matches to include experiences related to technology, sports lifestyle, and visitor engagement. Among the international partners is the Austrian brand Waterdrop®, known for its Microdrink cubes that add flavor to water using fruit and plant extracts without added sugar. At the tournament venue, visitors can sample different flavors, purchase products, and personalize bottles with engraving. Given that much of the event takes place outdoors, sunglasses are a must-have accessory. In the Polaroid Eyewear booth, attendees can explore a limited-edition ATP collection alongside other models, take photos in a photo booth, and participate in the Reaction Time Challenge, where winners receive a 30% discount on the collection. Polaroid, recognized for its polarization technology that reduces glare, has further solidified its connection to professional tennis through its partnership with the ATP Tour. The brand’s global ambassador is Italian tennis player Flavio Cobolli. Haier, another key partner, showcases some of its technological solutions and products within the tournament complex. Alongside the daily smoothie bar in the Fresh Corner, open from 19 to 21 hours, visitors can try the Haier Champion Challenge, where they aim to hit tennis balls into targets. They can also capture memories through an interactive photo activation featuring a virtual trophy, which they can share on social media. Haier’s presence highlights the integration of modern technology into the tournament experience, offering both fun and functionality. K-Swiss made its debut as a partner of the Blue Lagoon Croatia Open in Umag this year. The American sports brand outfits the official staff, volunteers, and organizing team, while its equipment is used on the courts by the brand’s ambassador, Argentine tennis player Tomás Martín Etcheverry. Founded in 1966 in California, K-Swiss has been developing tennis shoes and sports gear for nearly six decades. Its partnership with the Umag tournament underscores the long-standing connection between the brand and the sport of tennis. “2026 marks a special year for K-Swiss, we celebrate our 60th anniversary with events around the world. Our first partnership with the Blue Lagoon Croatia Open is one of the highlights of this celebration. It allows us to honor our tennis roots while becoming part of something truly unique on the ATP Tour. Umag brings together relaxed atmosphere, the energy of Californian summer, and live music. This isn’t just a tennis tournament, it’s an experience. I will definitely return,” said Jamal Khadir, chief executive officer of K-Swiss. Technogym, another international partner, presents its Technogym Checkup in the Social Arena. This tool uses artificial intelligence and advanced measurement technology to assess physical and health conditions in just a few minutes. Through six tests, it evaluates body composition, balance, mobility, strength, cardio capacity, and cognitive functions, calculating a unique Wellness Age™ score that reflects overall physical condition. Visitors receive personalized recommendations for improvement based on their results. Subaru continues as the official vehicle of the tournament, providing safe and reliable transportation for players, guests, and organizers throughout the week. In front of the stadium, visitors can view two new fully electric models, the E-Outback and the Uncharted. Nicola Torregiani, president and CEO of Subaru Italy and Subaru Benelux, emphasized that Subaru has proudly supported the Blue Lagoon Croatia Open for the third consecutive year. He noted that the partnership reflects the shared values of innovation and commitment to quality.
1 servizi
Jutarnji listIndipendenteCentroFattualità 85Obiettività 7522 h faL'articolo riporta l'edizione 2026 del torneo di tennis Plava Laguna Croatia Open Umag, evidenziando nuove partnership internazionali di marchi che migliorano l'offerta dell'evento oltre le partite tradizionali. I partner includono marchi specializzati in idratazione funzionale, moda sportiva, fitness, tecnologia e industrie automobilistiche. Queste collaborazioni si concentrano sul fornire ai visitatori prodotti innovativi, esperienze interattive e contenuti di marca. Esempi specifici includono il marchio austriaco waterdrop® che offre bevande aromatizzate, Polaroid Eyewear che mostra collezioni in edizione limitata, Haier che dimostra soluzioni tecnologiche e K-Swiss che supporta l'evento attraverso l'abbigliamento e la partecipazione dei giocatori. L'articolo sottolinea la natura evolutiva del torneo, che ora include contenuti legati alla tecnologia, elementi di stile di vita sportivo e esperienze dei visitatori.
Lettura del bias (Centro): L'articolo si concentra su un evento sportivo e non coinvolge argomenti politicamente carichi come le politiche governative, le elezioni o le questioni sociali.
Perché fattualità (85): The article provides detailed information about new international brand partnerships at the Croatia Open Umag, including specific brands like waterdrop®, Polaroid Eyewear, and Haier. It describes the types of products and experiences offered, aligning with the cross-source consensus that the tournam
Perché obiettività (75): The article presents the partnership announcements in a positive light, emphasizing the prestige and international recognition of the tournament. While informative, it uses promotional language and highlights the benefits for visitors, which may lean slightly towards an enthusiastic or promotional t
★
Manteniamo le notizie oneste.
ObjectiveNews è finanziato dai lettori e senza pubblicità: ti mostriamo il bias invece di nasconderlo. Sostieni il giornalismo indipendente per 5 €/mese.
Diventa sostenitore
Croatia
