Two Circles appointed to drive ATP Finals attendance

15 May 2019

By: Sport Industry Group

The ATP, governing body of men’s professional tennis, has engaged two-time BT Sport Industry Agency of the Year Two Circles to provide marketing support for this year’s Nitto ATP Finals.

The eight-day tournament, which this year will be held from 10th to 17th November, is one of the most attended sports events in the UK, and has boasted an average attendance of more than 250,000 per year since it moved to The O2 in London in 2009.

The new partnership will see Two Circles use its service-led, product-driven offering – and experience driving ticketing growth for sports rights-holders – to build on the ATP’s existing marketing strategy, and provide new consumer insights with the goal of maximising attendance.

Adam Hogg, Event Director of the Nitto ATP Finals, said: “The Nitto ATP Finals have set an extremely high benchmark over the years. Ensuring continued growth and new heights for our season finale is a key objective for the ATP in 2019 – and that means we need to ensure tickets get in the hands of both hardcore fans, and those new to the sport looking to experience the event’s famous atmosphere at The O2. Two Circles have a strong track record in this area and we’re excited to see the positive results of our work together.”

George Foster, Client Services Director at Two Circles, added: “We know from our extensive work in the UK that there’s a growing demand for live experiences in the UK, and as one of the biggest events on the sporting calendar, that means there’s a growth opportunity for the Nitto ATP Finals.”

The 2019 ATP Finals will mark the penultimate edition of the event in London. Turin last month sealed a five-year deal for the hosting rights, running from 2021 to 2025, with the ATP Finals to call Pala Alpitour, Italy’s largest indoor sporting arena, its new home.

In other news, the ATP has agreed a partnership with Canary Islands Tourism for the final two editions of the ATP Finals in London. The Canary Islands will serve as the official tourism destination of the Finals in a gold partner capacity. The agreement includes on-court branding and hospitality.

For the Canary Islands, sponsorship of the ATP Finals presents an opportunity to consolidate its international reach, particularly in the UK market.

Isaac Castellano, Tourism Minister of the Canary Islands, said: “The Nitto ATP Finals are a perfect fit given the connection with values such as innovation and modernity, as well as an association with world-leading brands in the international market.

“Linking the Canary Islands with the Nitto ATP Finals will contribute to our international promotion and will complement our current strategy by offering an appropriate stage for the Canary Islands, as European leaders in the tourism sector.”

Image: Wonderhatch