The governing body of men’s professional tennis, ATP Tour, has named M&C Saatchi Sport & Entertainment as its global social content and production agency.

The creative agency will be expected to raise tennis’s profile among the Gen Z and Millennial audience while keeping its existing fanbase.

According to ATP Tour, the agency will oversee concept and creative development, digital and social strategy, production and post-production support.

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ATP Tour senior director of digital content and strategy, David Slade, said: “The social and digital landscapes require a high level of navigational skill and an in-depth knowledge of our sport and M&C Saatchi Sport & Entertainment have unrivalled expertise in tennis. We’re excited about the year ahead working with an agency that truly shares our passion for the sport and is committed to building our community around the globe.

M&C Saatchi Sport & Entertainment have also worked on campaigns for Barclays’ sponsorship of Wimbledon and Kia’s partnership with Rafa Nadal.

M&C Saatchi Sport & Entertainment’s UK CEO Laura Coller said: “We’re all about connecting brands to consumers through the things people love by building Cultural Power through passions. Tennis is in the top three sporting passions in multiple markets globally and the ATP Tour offers fans worldwide the opportunity to experience the very best of men’s tennis week in, week out. Our tennis obsessed team is looking forward to helping it to expand those audiences.”

Title photo credit: Wieden+Kennedy