‘Significant change’: ATP Tour on repositioning to engage next gen tennis fans
Aiming to create the “greatest campaign of all time”, the tennis tour wants to attract new audiences and support fresh talent as legends of the sport retire.
By Molly Innes
The ATP Tour is repositioning to target casual Gen Z and millennial fans, following a period of strong growth for the men’s tennis tour which has also seen the recent retirement of stars Rafael Nadal and Andy Murray.
The new campaign ‘It All Adds Up’, created with agency Wieden + Kennedy, aims to immerse fans in key moments of the ATP Tour, heroing players from “legends” like Novak Djokovic to newcomers such as Carlos Alcaraz. The campaign’s release coincides he start of the Australian Open next week (12 January).
According to senior vice-president of brand and marketing Andrew Walker, the ambition was to create the “greatest campaign of all time”, not just for the tour but its broadcast partners, players and tournament members as well.
