Anderton, 40, comes to the ATP - the governing body of men's professional tennis - with an extensive background in global sports management and consumer goods marketing, having worked with the Coca-Cola Company and Procter & Gamble.
He most recently served as CEO of the Scottish Premier League’s Heart of Midlothian Football Club, and prior to that worked with the Scottish Rugby Union as CEO as well as commercial & marketing director.
During his tenure with the Scottish Rugby Union, Anderton delivered record income and interest levels in rugby via new sponsorships, TV deals and ticket revenue.
“Phil is a critical component in our plan to revitalise the ATP for everyone involved in our sport, but first and foremost the fans,” said Etienne de Villiers, ATP executive chairman and president.
“Phil’s experience and knowledge will help us turn the ATP into a world-class marketing organisation rather than just a governing body. He’s got the passion needed to drive strategy, maintain standards and establish the ATP brand so it delivers for players, tournaments and sponsors.”
Said Anderton: “In all sports, people need to realise that days of people turning up and watching a sport without any thought to the whole experience is probably gone. It’s a very competitive market, not just in sports but also in entertainment. We have to look at every single facet of the experience at an event but keep in mind that one key does not fit all the locks.”
