Daily CSR
Daily CSR

Daily CSR
Daily news about corporate social responsibility, ethics and sustainability

CNH Bridges Urban-Rural Divide: Tennis Tournament Sponsorship Highlights Sports-Agriculture Connection


With the intention of bridging the rural-urban gap through sports, the CNH brand supported South America's largest tennis tournament for the second consecutive year. Held from February 17 to 25 at the Brazilian Jockey Club in Rio de Janeiro, the event brought together prominent figures from the world of tennis.
Paulo Máximo, Director of Commercial Marketing at New Holland Agriculture for Latin America, emphasized the common values shared by athletes and farmers. He highlighted the significance of preparation, resilience, and perseverance in both fields, underscoring how achievements stem from daily effort and dedication.
New Holland has a history of endorsing sports and agriculture. In 2021, the brand sponsored the Nitto ATP Finals in Turin, Italy, and was also involved in prestigious cycling events like the Giro d'Italia. Additionally, they've supported football teams such as Juventus in Europe and Juventude in Brazil, along with participating in diverse sporting championships like the Copa do Brasil.
The brand's commitment to diversity and inclusion is evident through their sponsorship of race car driver Kaká Magno, aligning with their dedication to empowering women in agriculture and beyond. Paulo Máximo expressed New Holland's desire to extend their involvement in sports, aiming to showcase the resilience of agribusiness and acknowledge its significance in Brazil's growth.
By backing the Rio Open and various other sporting events, CNH not only highlights the parallels between farmers and athletes but also emphasizes the value of hard work and dedication, whether on the field or in the field.