Men’s tennis body, the ATP, is to run a global advertising campaign
through marketing partner ISL Worldwide to raise the profile of the
sport. It is expected to hire an ad agency early next year.
Daniel Beauvois, managing director of media at ISL Worldwide, said:
’There is an ongoing process of analysing the brand, but the message is,
’tennis is back’.’
ISL, which a year ago signed a ten-year deal with ATP worth dollars
1.2bn (pounds 750m) for the sponsorship and broadcast rights to ATP
events, has negotiated about pounds 7.5m of airtime as part of broadcast
deals. It expects this figure to increase as further deals are struck
around the world.
ISL has yet to finalise broadcast deals with UK networks, but said it
favours a mixture of free-to-air and paid-for programming.
The ATP is also cutting down the 100 local sponsors of its tennis
It is moving toward having between 15 and 20 global sponsors, with
Mercedes-Benz continuing as headline sponsor, and deals with Fila,
Ericsson, champagne firm Lansons and Waterford Crystal already in place.