The ATP Tour, the men’s professional tennis tour, has launched a new brand platform spearheaded by a global marketing campaign ahead of the 2025 Australian Open.
With the first major tournament of the year getting underway on 12th January, ‘It All Adds Up’ will shine a spotlight on the intensity and meaning of every point, serve, winner, and drop of sweat that takes place on the tour.
Devised by creative agency Wieden+Kennedy London, the campaign’s first iteration will revolve around a series of 30-second videos that celebrate four core pillars: “different drama”, “fierce feuds”, “struggles & successes” and “tournament spectacle”.
“ATP Tour athletes deliver breathtaking athleticism and emotionally charged drama week-in and week-out across our spectacular tournaments around the globe,” ATP Tour senior VP of brand and marketing, Andrew Walker said.
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“We love how Wieden+Kennedy London brought this to life in the It All Adds Up platform. The unique creative perspective on the essence of what makes men’s professional tennis a passion-point for our worldwide fan base is what will help us recruit new fans into the sport, enhance engagement, and move the ATP Tour and our athletes deeper into the heart of cultural conversations.”
Coinciding with the tennis year’s initial showpiece event, the creative will run internationally across across social media, broadcast, and digital channels in a bid to further strengthen the sport’s popularity.
Wieden + Kennedy London creative director, Juan Sevilla added: “We purposefully set out to develop a different visual language that would help set the ATP Tour apart from the many, many other sports brands that use match footage.
“Our talented production team at Wrack brought this to life in a superb way. We’ve developed templates that allow ATP to bring this to life across the rest of their ecosystem, and we’re so excited to see it all come out.”
