ATP Tour Selects M&C Saatchi Sport & Entertainment as Global Social Content and Production Partner

Image Credit: Wieden+Kennedy

ATP Tour - the governing body of men’s professional tennis - has appointed M&C Saatchi Sport & Entertainment as its Global Social Content and Production partner following a competitive pitch. The multiple award-winning agency has been retained to develop ATP Tour’s digital and social-first non-live content through 2025. 

The programme will aid the brand in growing its audience amongst Millennial and gen-z tennis fans while retaining its core fan-base and increasing the value of its digital inventory. The agency will be responsible for concept and creative development, digital and social strategy, production and post-production support.

David Slade, senior director, digital content and strategy at ATP Tour said, “The social and digital landscapes require a high level of navigational skill and an in-depth knowledge of our sport and M&C Saatchi Sport & Entertainment have unrivalled expertise in tennis. We’re excited about the year ahead working with an agency that truly shares our passion for the sport and is committed to building our community around the globe.”

The agency’s tennis team also delivers work for Barclays’ sponsorship of Wimbledon and the LTA as well as Kia’s partnership with Rafa Nadal, recently extending its work with the car giant by winning a competitive pitch to develop the brand’s 2025 Australian Open campaign, “What’s Your Next Move?”, a TVC and supporting social campaign broadcast across 26 global markets.

The M&C Saatchi Group recently launched its bold new positioning, to create Cultural Power for brands, as well as an integrated operating model that allows clients access to dynamic specialist teams. 

Sport & Entertainment’s UK CEO Laura Coller said, “We’re all about connecting brands to consumers through the things people love by building Cultural Power through passions. Tennis is in the top three sporting passions in multiple markets globally and the ATP Tour offers fans worldwide the opportunity to experience the very best of men’s tennis week in, week out. Our tennis obsessed team is looking forward to helping it to expand those audiences.”

ATP Tour joins the agency’s client roster which includes long-standing clients adidas, Barclays, Absolut, Kia and Heineken and more recent wins that include Red Bull, UNICEF, BFI, UEFA, IOC and AC Milan.