The ATP has launched a new global brand campaign for the 2024 ATP Tour season, entitled This Is Tennis.
Created in collaboration with London-based creative agency MATTA, the campaign aims to ‘tell the story of what tennis and the ATP Tour truly represent today.’
This is Tennis kicked off on Monday 8th January with the unveiling of its launch film, voiced by James Massiah, a poet and musician from South London.
The ATP has described the campaign as focusing on the ‘new generation of players’ and celebrating ‘the sport’s diverse, vibrant and progressive community that continues to welcome in new generations of fans.’
It also is set to underline tennis’ growing commitment to sustainability by ‘highlighting players’ commitment to purpose and planet’, a week after the ATP revealed the results of its first-ever ATP Carbon Tracker leaderboard.
A suite of marketing assets is now set to be rolled out for players and tournaments.
Paul Taylor, Senior Director of Brand & Creative at ATP Tour, commented, “This season we wanted to push ourselves creatively. Our game, players, tournaments and fans have all evolved, and so too has our storytelling.
“This is Tennis aims to engage with our younger fans and build emotional bonds with the ATP Tour. It’s rooted in bold and brave thinking, and emotive human storytelling that really shines through on the launch film. There are so many incredible narratives in play this season, and the campaign captures the excitement and motion of it all.”
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