The ATP has launched a new global brand campaign for the 2024 ATP Tour season, entitled ‘This Is Tennis.
Created in collaboration with London-based creative agency MATTA, the campaign aims to ‘tell the story of what tennis and the ATP Tour truly represent today.’
This is Tennis kicked off on 8 January with the unveiling of its launch film, voiced by James Massiah, a poet and musician from South London.
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The ATP has described the campaign as focusing on the ‘new generation of players’ and celebrating ‘the sport’s diverse, vibrant and progressive community that continues to welcome in new generations of fans.’
It also is set to underline tennis’ growing commitment to sustainability by ‘highlighting players’ commitment to purpose and planet’, a week after the ATP revealed the results of its first-ever ATP Carbon Tracker leaderboard.