The ATP has unveiled a new brand identity and plans for a global marketing campaign to change the way it is promoted around the world.
The re-brand includes the shortening of ‘ATP World Tour’ to ‘ATP Tour’ and the design of a new logo and a toolkit of assets that can be shared with all ATP tournaments, players and sponsors.
George Ciz, senior vice-president, marketing and business development at ATP said the creative brief for the logo included the need to create an ‘emotional’ response in younger audiences. The tour challenged three creative agencies to come up with the new logo but selected London-based creative agency Matta on the basis that it was the only one to incorporate a player inside its design.
“Quite often people think of us as a governing body that makes the rules,” he said. “There is that role, but there is also the role of the sports brand, the tour on which the players play, and so we tried to create a brand architecture that addresses both of these things.”
The new brand toolkit will be shared with ATP tournaments, players and partners so that they can create their own marketing campaigns. The work includes new identities for the Nitto ATP Finals, Next Gen ATP Finals, ATP 1000s, ATP 500s and ATP 250 tournaments, as well as over 100 player profile brands.
“We wanted to create a striking new look and brand for the Tour which can easily be tailored for the marketing campaigns delivered by each ATP tournament – something simple, impactful and flexible enough for the needs of every player and competition,” said Ciz. “We also needed to ensure that our brand is really authentic and that it resonates with our target audiences, especially younger fans.”
Ciz said the shortening of the name from ‘ATP World Tour’ to ‘ATP Tour’ would make it easier to incorporate sponsor messaging – as was already the case when the Nitto ATP World Tour Finals were shortened to the Nitto ATP Finals at the request of the Title Sponsor last year.
“It was five words, so it was really a nightmare for anyone to say that, so we knew that at some point we would need to simplify it,” he said.
Separately, ATP executive chairman and president Chris Kermode said the tour had received 40 letters of interest from cities to host its showpiece end-of-season event beyond 2020 and that it would announce a shortlist of candidates in mid-December. But he added that it would be difficult to dislodge London, the current host.
“Just to be very clear, London is in the mix, along with the other candidates which will make the shortlist,” he said. “Obviously we will always have the option to be tempted by some huge offers in various places around the world, [but] that is not going to be the sole factor for why we move – if we move.
“We’ve got to weight up what London has built – over 250,000 people every single year – that is very tough to beat. And it’s a benchmark event for our organisation, so it will be a combination of cities, attendance, what the messaging is for the tour and London has played a key part in that.”