| By New York Tennis Magazine Staff
The ATP Tour launched a new global marketing campaign on Wednesday called, This Is Tennis, indicating a brand-shift for the men’s tour.
Photo courtesy of Getty Images

 

The ATP Tour launched a new global marketing campaign on Wednesday called, This Is Tennis, indicating a brand-shift for the men’s tour.

“Our intention is to showcase tennis as more than a sport. Yes, we have some of the world’s top athletes competing on Tour day-in, day-out, but it encompasses so much more than that - resilience, dedication, passion, spirit. Tennis is a non-stop lifestyle and a unique entertainment property,” said ATP’s Senior Vice President for Marketing and Business Development Dan Ginger. “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.”

The campaign will seek to connect players and fans, and tell stories of players and tournaments, host cities and more, to bring the fans closer to life on the tour. It will provide “a tone of voice that allows tennis to cut through with greater cultural relevance, particularly among the next generation of tennis fans.”

According to MATTA, an award-winning London-based agency that was tasked with creating the campaign:

“The result is a presentation of the game that is both epic and alluring, and which is carried through powerfully into the campaign launch film, communicating with color, variety and appeal of the complete life on tour of this unique sport,” said MATTA’s Executive Brand & Strategy Director Matt Hunt.

Click Here to learn more about the new ATP campaign