Creative agency MATTA has won a competitive pitch to become the campaign and brand identity agency of the ATP Tour.
The three-year appointment covers marketing and branding of the global tour property, including the season-ending Nitto ATP Finals, currently staged at The O2 in London.
MATTA, which was founded just three years ago and has twice been shortlisted at the BT Sport Industry Awards for Young Agency of the Year, has been tasked with helping to further broaden the appeal and audience of professional men’s tennis.
As part of the pitch process, the agency developed a new visual identity for the tour, supported by a marketing campaign to drive both tournament attendance and digital engagement.
MATTA says its response to the brief centred on a flexible strategy that can be tailored to meet the needs of the Tour’s 64 tournaments in 31 countries, with a focus on general sports fans.
George Ciz, SVP, marketing and business development at ATP, explained: “64 tournaments make up the ATP World Tour, however traditionally our fans tend to engage with their local tournaments or just the four Grand Slams and the Nitto ATP Finals. So we want to make the Tour matter to more people, in more places, with increasing general awareness also a key factor.
“MATTA responded brilliantly to this challenge, and their creative will bring out the energy, excitement and colour of the sport."
MATTA’s Matt Hunt, strategy and brand director, commented: “We’re beyond thrilled to have won the pitches with ATP World Tour. The briefs presented a territory we were very excited to immerse ourselves in, and working with them is a milestone achievement in our growth as a young agency.”
The ATP will formally launch the new campaign and brand identity at The O2 in November.
The news comes amid reports that up to 40 cities worldwide have expressed their interest in bidding to stage the finals showcase after London’s existing contract expires in 2020.
A shortlist is set to be unveiled in December as part of a bidding process launched by the ATP in August.