This could be the start of them trying to make a comeback in the UK:

http://www.atpfestival.com/newsview/1502251624

Interesting that they ask "what brands do you think would make sense at an ATP event?" and "how often does viewing branded content lead to an on-brand purchase?". I guess this means there's a potential for it to be sponsored in future, which is something they should have done years ago.

The only question that matters is the last one: "Any other comments/suggestions?"