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This is Tennis... ATP's New Global Campaign Kicks Off


By Chris Oddo | @TheFanChild | Wednesday December 9, 2020

The ATP has unveiled a major global campaign entitled “This is Tennis.”

A simple slogan and an edgy vibe combine to give long-time and would-be fans a peek into the grit and glamour of the sport.

“This is sweat… this is pain… precision… power… perfection – this is your dream,” reads the video, which mixes highlights of players both on and off court with rapid-fire imagery that captures the frenetic, jet-setting energy of the ATP Tour.

“Our intention is to showcase tennis as more than a sport,” says Dan Ginger, SVP Marketing and Business Development for the ATP. “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 Tour has released a one-minute video and supplemented it with imagery on its social channels.

The tour plans to incorporate the content in conjunction with all its global tournaments, beginning in 2021.

“The campaign launches digitally and will be used to frame the ATP’s social media content throughout its duration,” the ATP said in a press release. “Additionally, the campaign will be made available and uniquely tailored to tournaments throughout the season, providing 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."

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