Vanessa Feo Kutsch / email@example.com / +34 616 436 498
Once, there was only clay, grass, cement, carpet and latest-generation innovations, such as synthetic astroturf. 2016 heralds the arrival of a new and revolutionary surface for tennis: Dekton®. The ultra-compact material made by Cosentino Group for the world of architecture and design makes its entrance into the world of tennis at the Mutua Madrid Open, the only combined ATP World Tour Masters 1000 and WTA Premier Mandatory event held in Europe.
Dekton® is the fruit of over 22,000 hours of research, incorporating PST technology developed by Cosentino and used by the most prestigious international architects. It is suitable for a variety of indoor and outdoor uses, already employed in thousands of homes around the world. Here, it is put to the test in one of the most demanding of sports. Just three years since its launch, Dekton® is already a brand recognised all over the world as being synonymous with advanced technology, versatility, design and innovation. What’s more, last week the brand’s latest collection, XGloss, received the prestigious Red Dot Best Product Design 2016 award.
Behind Dekton® is Cosentino, a global Spanish company that distributes innovative surfaces and solutions around the world from its headquarters in Almeria. The multinational company is present in 32 countries. More than 90% of its turnover is generated on international markets, making the group the most internationalised Spanish company, according to the latest report published by the Leading Brands of Spain Forum.
As a major and official sponsoring brand of the tournament, Dekton® will be making the Mutua Madrid Open the most ultra-compact tournament in the world, playing a leading role in several events that are sure to attract the attention of all of the spectators at la Caja Mágica during the tournament’s 15th Anniversary. Product placement, hospitalitys, social media, prize draws, special events and a spectacular surprise in the form of a culinary tennis court will be just a few of the highlights that will show off all of the features of this 21st-century product.
What’s more, spectators at la Caja Mágica over the course of the MMOpen16 will be able to see first hand Dekton® qualities, as a variety of spaces and areas of la Caja Mágica will be covered with this ultracompact surface. As proof of its versatility, Dekton® will be used for surfaces and counters, flooring or wall surfaces. Of special interest will be a walkway made from the latest Dekton® collection XGloss, which was seen at the last Madrid Fashion Week in the label Ailanto’s show, as well as a show cooking kitchen that will doubtless be at the heart of the leisure activities on offer at this years’ tournament.
Through this sponsorship, Dekton® and Cosentino Group are linked once again to top level sport. In 2013 and 2014, the ultra-compact surface was the personal sponsor of current MotoGP champion Jorge Lorenzo. Rafa Nadal has been the face of Dekton® since last year, based on the collaboration with his forthcoming Tennis Academy. The relationship that Cosentino and another of its leading brands, Silestone®, has with sport is even more extensive. Silestone® was the first and only Spanish brand so far to be advertised at the American SuperBowl. It has also been one of the NBA Houston Rockets’ main collaborating firms for eight years. Maintaining its links with leading Spanish sports figures, the brand was also Fernando Alonso’s personal sponsor for three seasons.