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ATP, WTA Collaborate On Short Film Reflecting On Pandemic

The WTA and ATP tours unveiled a collaborative film reflecting on the sport’s traversal of the pandemic-hampered '20 season. The video, called “Tennis is Life” and created by London-based agency MATTA, speaks to the closer cooperation and collaboration that the two tours have engaged in since the pandemic took hold in Q1. "Tennis is Life" is narrated by star players from both tours reading a passage from Andre Agassi’s autobiography, “Open.” ATP Senior VP/Marketing & Business Development Dan Ginger said, “Collaborating with the WTA on this project is another powerful statement of the creative potential tennis has when it works together.”

Both tours released new marketing campaigns within the last few weeks. While there are bigger commercial aims for the two organizations, joint projects like the film tie the tours’ disparate marketing campaigns together. “While the ATP’s ‘This is Tennis’ and WTA’s ‘WTA For The Game’ are both independent campaigns, the tours collaborated to ensure each complemented the other for 2021 season, lending flexibility for cross-marketing and combined event promotional needs,” said WTA President Micky Lawler.

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