The ATP and WTA have collaborated on the launch of a new short film entitled ‘Tennis is Life’.
The joint effort documents tennis’s journey through the pandemic-hit 2020, and honours those who made the return of the sport possible.
Created by London-based agency MATTA, the film comprises clips from tennis players’ own social media channels documenting their experiences from lockdown to competition, and is voiced by major stars from both Tours, as they read a powerful passage from Andre Agassi’s acclaimed autobiography, ‘Open’, which explores parallels between life’s ups and downs and the game of tennis, through the shared language of both.
Closing with the line, “this is being stronger, united”, the film underscores the greater collaboration seen in tennis this year, and symbolises a vision for unity in the sport, to enable it to fulfil its true potential.
Both organisations say their marketing teams will continue to come together on joint campaign creatives, as well as through the alignment of tournament category nomenclature, which was announced by the WTA alongside its rebrand earlier this month.