ATP Tour appoints M&C Saatchi as social content partner
The governing body of men’s professional tennis, The ATP Tour, has retained M&C Saatchi Sport & Entertainment as its global social content and production partner.
The agency has been tasked with developing non-live digital and social-first content to expand the ATP Tour’s reach among Millennial and Gen-Z audiences while maintaining its core fan base and enhancing the value of its digital platforms. Responsibilities include concept and creative development, digital and social strategy, production, and post-production services.
M&C Saatchi Sport & Entertainment also works on projects for Barclays’ Wimbledon sponsorship, the LTA, and Kia’s partnership with Rafa Nadal.
Recently, the agency extended its collaboration with Kia, securing the 2025 Australian Open campaign, “What’s Your Next Move?”, which is being broadcast across 26 global markets.
The ATP Tour joins the agency’s roster of clients, which includes adidas, Barclays, Absolut, Kia, and Heineken, as well as recent partnerships with Red Bull, UNICEF, UEFA, and AC Milan.
Laura Coller, CEO, Sport & Entertainment’s UK 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.”
M&C Saatchi Sport & Entertainment operates as one of 16 agencies within the M&C Saatchi Group, which has a global network of 29 offices across 23 countries.
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