“This is tennis.”
That’s the new slogan of the men’s ATP tennis tour, which launched Wednesday.
The new campaign “promotes both players and tournaments with more dynamism, and a tone of voice that allows tennis to cut through with greater cultural relevance, particularly among the next generation of tennis fans,” the ATP said in an emailed press release.
The 60-second launch video starts with the following words: “This is sweat. This is pain. Precision. Power. Perfection. This is your dream.” The fast-paced video features some of the ATP’s biggest stars, including Roger Federer, Novak Djokovic and Rafael Nadal, as well as the next generation, including Greek star Stefanos Tsitsipas. Images of the players in action on the court and training off the court are interspersed with images of two bisons locking horns and a leopard running. The ATP said it has worked with London-based agency MATTA on the project.
Take a look:
The new ATP marketing campaign comes after one of the toughest years the sport has ever seen. Professional tennis was suspended from March for five months due to the coronavirus pandemic. Wimbledon was cancelled for the first time since the Second World War, while the lucrative China swing in the fall was also cut. And it still isn’t clear when next season’s first tennis major, the Australian Open, will take place because of government rules regarding entry into the country and quarantine protocols. The Australian Open is officially due to start January 18 in Melbourne.
“Our intention is to showcase tennis as more than a sport,” Dan Ginger, senior vice president marketing and business development at the ATP, said of the new campaign. “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.”
The campaign, which comes a week after the women’s WTA Tour also rebranded, will be used by the ATP’s social media channels and its tournaments throughout the season. The ATP said the new campaign will provide “a consistent and clean look and feel across traditional forms of advertising and driving ticket sales at ATP tournaments, which attract close to 5 million fans onsite in a typical season.”
The WTA Tour last week said it was rebranding its tournaments to make the sport easier to understand for fans. As part of an overall revamp that also includes a new logo and a new marketing campaign called “WTA For The Game,” the women’s tour will rename its main events, starting next year, as WTA 1000, WTA 500, WTA 250 and WTA 125 tournaments. On the men’s side, the ATP Tour has Masters 1000s, ATP 500s and ATP 250s.
READ: WTA Tour Unveils New Naming System For Its Events, Deepening Ties With ATP Men’s Tour