Matta Develops A New Brand Identity For ATP Finals
Award-winning creative agency MATTA has developed a new brand identity for the Nitto ATP Finals, as the season-ending spectacle of the ATP Tour is hosted for the first time in Turin, Italy, following a successful 12-year stint at The O2 in London.
After 10 years, the ATP wanted to update their brand identity to support their journey from ‘governing body’ (of Mens Professional Tennis) to a ‘sports entertainment brand’. They wanted their brand world to be imbued with an energy and power, almost an embodiment of their leading players.
Sport Industry Awards 2019 Young Agency of the Year MATTA created a simple but original identity with integrated iconography that expresses the dynamism of the game, whilst offering a sense of progression and modernity. The player brought to life in the word mark is further complimented by secondary branding using the marking of the court in a modern yet abstract way.
The updated Nitto ATP Finals brand aims to dramatise the tournament’s excitement of champions taking on champions, with the world’s top eight men’s singles players and doubles teams vying for season-ending glory.
The new-look brand launched with the first player qualifications earlier this year and will run across a variety of platforms including event promotion, broadcast, in-stadia and across all digital channels.
The brand developed by MATTA is the latest piece of work the London-based agency has developed for the ATP since they began working together in 2018. Since that time, MATTA has redesigned the ATP brand, developed the ‘Love it All’ and ‘This is Tennis’ marketing campaigns, and was recently engaged to deliver the brand identity for Tennis United, a new collaborative content platform launched by the ATP and WTA.
Matt Hunt, Executive Brand & Strategy Director for MATTA, said: “We are thrilled to continue our partnership with the ATP as the season-ending Nitto ATP Finals arrives in Turin for the first time. For this campaign, we wanted to help the ATP draw attention to the energy of the champions versus champions format at this prestigious event, and the fact that the world’s best are competing for glory to end the year. We believe this strong and confident brand identity will resonate with the ATP’s growing fanbase worldwide.”
Dan Ginger, SVP Brand and Marketing for the ATP & WTA, said: “The refreshed design language of the Nitto ATP Finals comes at an exciting time for the ATP, as our crown-jewel tournament establishes its new home in Turin this year. We are delighted with the energy and vibrancy injected into its presentation as a result of this work. We cannot wait for fans to experience the unique passion of the event, as another thrilling ATP Tour season draws to a close.”
