By Barry Janoff
January 2, 2013: The ATP, the governing association of men’s tennis professionals, has hit 2013 running by unveiling a multi-media, "multimillion-dollar" global campaign that will run through the year.
The marketing push coincides with the start of this year's ATP World Tour season with tournaments in Chennai, Doha and Brisbane, and just before the first tennis Grand Slam event of the year, the Australian Open, Jan.14-27.
The campaign, under the umbrella tag line, "Beat This," includes such top-ranked men's players as Novak Djokovic, Roger Federer, Andy Murray, Jo-Wilfried Tsonga and Rafael Nadal, who has been out of action since June. ATP said the campaign was developed with London-based agency The Big Shot.
According to ATP, the campaign is intended to be a "flexible and adaptable central resource that can be utilized by all 62 ATP World Tour tournaments." It will ultimately feature more than 70 players and iconic backdrops from the host cities on the Tour.
“We firmly believe that the entertainment product showcased on the ATP World Tour is sport at its very finest," Brad Drewett, ATP executive chairman and president, said in a statement. "The combination of skill, athleticism and mental and physical strength that our athletes are displaying week in week out is quite simply phenomenal."
The effort is anchored by a TV spot that shows many of the top men's players in action. As scenes of Federer, Djokovic, Muray, Nadal and others play out, a voiceover offers, "Never before have we had so many superstars. Never have the battles been so hard. And champions so great. The greatest players that tennis has ever seen are rewriting the record book. Every week. For a sport making history. And a whole world of stars. Follow the ATP Tour. Beat This!" (See the full spot here.)
The campaign also includes print, Internet and social media such as Facebook, Twitter and YouTube.
Nadal already has pulled out of the Australian Open due to a stomach virus that has hindered his schedule to rehab from tendonitis in his left knee. Nadal has not played since June when he was beaten in the second round of at Wimbledon by Thomaz Bellucci, pulling out of the Olympic Games, the U.S. Open and other tournaments during the second half of the year.
Nadal's first U.S. appearance is expected to be March 4 when he plays Juan Martin del Potro in the BNP Paribas Showdown at Madison Square Garden in New York.
"The combination of skill, athleticism and mental and physical strength that our athletes are displaying week in week out is quite simply phenomenal."
The campaign will culminate at the end of the year when the world’s top eight ranked men's singles players and doubles teams play at the Barclays ATP World Tour Finals at The O2 in London, which will officially crown the 2013 ATP World Tour No.1 presented by Emirates.
Lead ATP marketing partners include Corona Extra (premiere partner), Emirates Airline, FedEx, Rio de Janeiro (site of the 2016 Summer Olympics), Moët & Chandon and Enel.
According to Drewett, the new campaign "[showcases] our global platform and the incredible venues that host ATP World Tour events, as well as featuring all the world’s best players who have taken our game to new heights.”
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