An integrated marketing campaign for the 2019 edition of the Next Gen ATP Finals has been launched by London-based creative agency MATTA.
MATTA will seek to “dramatise the modernity” of the tennis event, which this year takes place from 5th-9th November in Milan, Italy.
The Next Gen ATP Finals are contested by the world’s best men’s players aged 21 and under. The event features a number of innovative features, such as DJs mixing tracks between points, no tram lines, automated electronic line calling, coaching via headsets, a shot-clock and quickfire, best-of-five, four-game sets.
Matt Campbell, MATTA’s Executive Creative Director, said: “'See the future' was the brief. While staying true to the overall Tour - ‘Love it All’ visual creative, we’ve introduced ‘New Blood New Rules’ and injected a dance club feel.”
The ‘See The Future’ film can be viewed on social media and as a TV spot globally.
George Ciz, the ATP’s Vice-President of Business Development, added: “These players are making huge strides up the rankings and making waves across the sport. We’ve innovated with the product and how we stage it and we’re excited about what the tournament will offer in its third year. The creative needed to reflect all of that.”
MATTA’s campaign has been launched to coincide with the ticket launch and the announcement of the new venue for this year’s Finals – the Palalido ‘Allianz Cloud’ arena in Milan.
Last month, MATTA launched a campaign to promote the International Volleyball Federation’s (FIVB) Volleyball Nations League. MATTA was named as the Young Agency of the Year in association with Getty Images at the BT Sport Industry Awards 2019.