The This is Tennis campaign seeks to bring a new dynamic to the ATP brand and connect with younger audiences who are inevitably the next generation of the sport.
The launch includes still imagery and video that highlight stand-out moments on the court and the emotional connection with players, as well as drawing attention to iconic global tournament destinations. The new messaging has a distinctively more informal style than historically.
Dan Ginger, SVP Marketing and Business Development for the ATP, said: “Pulling back the covers and bringing fans the fullest experience of our world has required us to get creative in our storytelling. Thankfully the foundations are already there. We have an incredible pool of young and super-talented athletes, with personality in abundance, and tournaments in some of the most iconic cities around the world, which together have the entertainment potential to truly transcend the sport.”
Check out our tennis page to see the ATP tournaments taking place in 2021.