With the 2024 tennis season already underway, the ATP is pushing out a new message to fans. A new global brand campaign for the 2024 ATP Tour season was recently created in collaboration with award-winning creative agency MATTA. 

Former University of Florida player, Ben Shelton, is featured prominently in the new campaign along with a crop of younger stars like Jannik Sinner, Carlos Alcaraz, Holger Rune, and Arthur Fils. Of course it's not all young players — Novak Djokovic has a starring role as well.

Launched under the punchy tagline This Is Tennis, the new brand campaign tells the story of what tennis and the ATP Tour represent today. It showcases a new generation of players captivating global audiences. 

The new This Is Tennis campaign includes a captivating launch film (see video below), voiced by James Massiah, a poet and musician from South London. The film celebrates the sport’s diverse, vibrant, and progressive community and welcomes a new generation of tennis fans.

Paul Taylor, Senior Director of Brand & Creative at ATP Tour, explains: "Our game, players, tournaments and fans have all evolved, and so too has our storytelling. This Is Tennis aims to engage with our younger fans and build emotional bonds with the ATP Tour."

Taylor adds, "It’s rooted in bold and brave thinking, and emotive human storytelling that really shines through on the launch film. There are so many incredible narratives in play this season, and the campaign captures the excitement and motion of it all.”

The ATP is inviting its fans to join their exciting journey throughout 2024, including 64 tournaments in 30 countries, all united by the energy and spirit of This Is Tennis.

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Source: ATP Tour