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Volume 25 No. 177
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ATP Tour Launching Rebrand, New Campaigns To Land Younger Fans

The ATP is launching a rebrand and new marketing campaign designed to pull in younger fans through social media and video content. The tour, which will now be known as just the ATP Tour and not the ATP World Tour, plans to produce over 3,000 videos for social media channels next year. “Our audience is getting older. When you go to the tournaments you can see particularly on site it does tend to be a bit older,” said ATP Senior VP/Marketing & Business Development George Ciz. “We are not worried about the next generation of players. ... We are thinking of this next generation of fans. The youngers one are a real key focus for us.” Ciz did not have audience age figures. SBJ in '17 reported that the ATP had the second oldest TV audience age, at 61, behind only the PGA Tour among major sports. The ATP will distribute a new video, featuring music from the band Slydigs, which jumps around feverishly from player to player in action. That video will be offered to the tour’s 63 tournaments and run on tour programming channels. Individualized player videos are also planned. The new logo features a player within the lettering of ATP, the first time the player has not been outside the lettering in an ATP logo. The last time the logo was changed was '09. The logo and content were created by Matta, London. The campaign will go live Jan. 1. Ciz emphasized the campaign is proactive. He said the business of the ATP has never been better, with revenues up 60% in the last five years.