ATP makes brand shift with new campaign

On the heels of the WTA Tour's makeover, the ATP Tour has made a massive brand shift by launching a new marketing campaign, "This is Tennis", aiming to encompass the non-stop action of the sport.

"This is sweat, this is pain, precision, power, perfection...,"is how the new campaign video kicks off as it continues to highlight words that accurately describe the game.

From the tone of voice to showcasing the many tournament destinations, the marketing campaign promotes the cultural relevance of the game with high energy while appealing to a younger audience.

Dan Ginger, SVP Marketing and Business Development for the ATP, stated that he wanted to communicate visually that tennis is more than just a game.

"Our intention is to showcase tennis as more than a sport," he said. "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."

In order to dig deep and display this narrative to fans all across the globe, the ATP worked with award-winning London-based agency MATTA.

“Once we had landed the line ‘This Is Tennis’, with its simple and under-stated confidence, when paired with outstanding photography, athletic yet charged with emotion, it all came together," said Matt Hunt, Executive Brand & Strategy Director.

The campaign will be used across all of the ATP's digital platforms, and it will also be used to promote tournaments throughout the season. The goal is to create a consistent look and feel by implementing the campaign not only on digital, but also on traditional forms of advertisement.

The new marketing shift can be seen on the ATP's Instagram page and players, such as, Nick Kyrgios and Andrey Rublev are showing their support by posting their respective videos, using the #thisistennis tagline.