The ATP launches its new global marketing campaign, This Is Tennis, with the ambition of broadening the Tour’s appeal beyond the 1 billion global fans who enjoy the sport today. The campaign marks a significant brand-shift for the ATP, promoting both the players as well as the tournaments with more dynamism, and a tone of voice that allows tennis to cut through with greater cultural relevance, particularly among the next generation of tennis fans.

With the versatility to support the global scale and narrative of the tennis season, the campaign highlights stand-out moments in a way that builds emotional connection and provides unique insights into the sport. The film which launches the campaign is a high octane and edgy edit that reflects the true energy, pace and drama of the ATP Tour - whilst also highlighting its iconic global destinations – and gives glimpses into the personalities of this star-driven sport.