I Foro Internacional del Deporte Valencia 2011 03 y 04 de noviembre www.fidvalencia.com

1. MARKETING THE ATP WORLD TOUR
Foro Internacional Del Deporte Valencia 2011
ATP World Tour
November 3rd, 2011
David Massey & George Ciz © 2011 ATP. All Rights Reserved

2. ATP World Tour
Order of Play
+ ATP World Tour Introduction
+ Tournament structure
+ Key stats
+ Tour Governance & Operations
+ Organizational structure
g
+ Strategic business objectives
+ Marketing the ATP World Tour
+ Building powerful brands
+ Growing and engaging the fan base
+ Being global – acting local
© 2010 ATP. All Rights Reserved

3. ATP WORLD TOUR INTRODUCTION
ATP World Tour
© 2011 ATP. All Rights Reserved

4. ATP World Tour
A Truly Global Platform
+ 62 Tournaments
+ 32 Countries
+ 6 Continents
+ Prestigious Locations
© 2010 ATP. All Rights Reserved
4

5. ATP World Tour
Tournament Structure
+ Three tiers of tournaments
+ South African Airways ATP Rankings telling the story of the season
© 2010 ATP. All Rights Reserved

6. ATP World Tour
250 Tournaments
Europe
Vienna Austria, Umag Zagreb Croatia, Marseille, Metz, Montpellier Nice
France, Halle, Munich Stuttgart Germany, ‘s-Hertogenbosch Netherlands,
Estoril Portugal Bucharest Romania Belgrade Serbia Bastad Stockholm
Portugal, Romania, Serbia,
Sweden, Gstaad Switzerland, Eastbourne London United Kingdom
ATP World Team Cup
Düsseldorf Germany
© 2010 ATP. All Rights Reserved
6

7. ATP World Tour
250 Tournaments
Americas
Costa Do Sauipe Brazil, Santiago Chile, Buenos Aires Argentina,
Delray Beach, Houston, Atlanta, Los Angeles, Winston Salem, Newport
San Jose USA
© 2010 ATP. All Rights Reserved
7

8. ATP World Tour
250 Tournaments
International Zone
Brisbane Sydney Australia, Auckland New Zealand, Chennai India,
Kuala Lumpur Malaysia, Bangkok Thailand, Moscow St Petersburg Russia,
Casablanca Morocco Doha Qatar Johannesburg South Africa
Morocco, Qatar,
© 2010 ATP. All Rights Reserved
8

9. ATP World Tour
500 Tournaments
Rotterdam Netherlands, Barcelona Spain, Hamburg Germany,
Basel Switzerland, Valencia Spain, Memphis USA, Acapulco Mexico,
Washington D.C. USA, Dubai UAE, Beijing China, Tokyo Japan
© 2010 ATP. All Rights Reserved
9

10. ATP World Tour
Masters 1000 Tournaments
Indian Wells USA, Miami USA, Monte-Carlo Monaco,
Rome Italy, Madrid Spain, Toronto Montreal Canada,
Cincinnati USA, Shanghai China, Paris France
© 2010 ATP. All Rights Reserved
10

11. ATP World Tour
Barclays ATP World Tour Finals
+ The Final Showdown
+ Best 8 Singles players and Doubles teams
+ World’s most popu a venue, The O London
o d s os popular e ue, e O2 o do
+ Record breaking attendance, over 253,000 fans on-site
© 2010 ATP. All Rights Reserved
11

12. ATP World Tour
A Golden Era
+ We are enjoying one of the most exciting p
j y g g periods in our history
y
+ Our stars transcend the game
+ Attracting more fans than ever
g
© 2011 ATP. All Rights Reserved
12

13. ATP World Tour
Powerful Fan Base Prolific Media Coverage
4.3
4 3 million fans on site
571 million TV viewers
5 ,600 b oadcast ou s
54,600 broadcast hours
256 TV networks
171 million annual web visits
© 2011 ATP. All Rights Reserved
13

14. ATP World Tour
Record Breaking Spectator Attendance
2010 Attendance: 4,339,681spectators
+ Europe 2,103,052
+ Americas 1,540,283
+ International Zone 696,346
696 346 35.5%
35 5%
Americas
+ Masters 1000 attendance growing 16%
International Zone
by 6% in 2011
48.5%
48 5%
Europe
© 2010 ATP. All Rights Reserved
14

15. ATP World Tour
Global TV Coverage Reaching 571 Million Viewers
2010 ATP World Tour TV coverage per region:
North America
55% Europe
23% Asia/Australasia 10%
10% North America Latin South America
23% 8%
8% Latin South America Asia/Australasia
5% Rest of the World Rest of the World
5%
45,000 hours of coverage
Across 180 countries
55%
Europe
Percentages based on number of viewers
© 2010 ATP. All Rights Reserved
15

16. TOUR GOVERNANCE OPERATIONS
ATP World Tour
© 2011 ATP. All Rights Reserved

17. ATP World Tour
Organizational Structure
+ Non-profit membership
p p
organization
+ Players
+ Tournaments
+ Board of Directors
+ Player and Tournament
Councils
+ Roger Federer and
Rafael Nadal leading
Player Council
© 2010 ATP. All Rights Reserved

18. ATP World Tour
Tour Operational Structure
Tournament Tournament Player Player
Board of Directors
Members Council Council Members
Rights
Management Committee ATP Media
pooling
Administration / Tournament Player
Marketing ATP Properties Officiating IT
Accounting Relations Relations
Offices:
Monte-Carlo London Ponte Vedra Sydney
© 2010 ATP. All Rights Reserved

19. ATP World Tour
Stronger Than Ever
+ Prize Money
y
+ Player compensation to surpass $90 million in 2014
+ ATP World Tour Masters 1000 to increase prize money by 9% annually
over next three years
t th
+ Barclays ATP World Tour Finals to increase from $5 million to $6.5 million
+ Bonus pool to increase from $6 million to $8 million
+ Television
+ Revenues up by 60%
+ Global viewership up by 20% (including US)
+ ATP World Tour Uncovered covering 150+ countries
150
+ Sponsorship
+ New sponsors: Corona FedEx and Moet Chandon
Corona,
+ Ricoh extended partnership into new tournaments
© 2010 ATP. All Rights Reserved

20. MARKETING THE TOUR
ATP World Tour
© 2011 ATP. All Rights Reserved

21. ATP World Tour
Marketing Strategy – Guiding Principles
+ Simplify the tour
+ Make it easier for fans to follow
+ P
Promote the story of the season
h f h
+ Build more stars
Make
+ Build strong brands
People
+ Grow and engage the fan base
Care
+ Leverage our global scale channels
+ Maximize value/assets to members
© 2010 ATP. All Rights Reserved

22. ATP World Tour
ATP Marketing Communications Roles
+ Corporate Communications
+ Promote and protect the image and reputation of the ATP and its members.
+ PR Marketing
+ Develop and implement PR Marketing activities to generate as much positive
publicity as possible for players, tournaments and sponsors.
+ C t l M k ti
Central Marketing
+ Set the overall look and feel of the ATP World Tour through the production of a
comprehensive set of marketing tools for Tour and individual member promotion.
Maximize exposure for the ATP World Tour and members through centrally managed
marketing campaigns.
+ Digital Marketing
+ Create and exploit products and content through new marketing channels to make it
easier for fans to follow the ATP World Tour, deepen their level of engagement in the
sport and develop commercial opportunities.
© 2011 ATP. All Rights Reserved

23. ATP World Tour
PR Marketing
+ STARS programme to generate as much p
p g g positive
publicity as possible for players, tournaments
and sponsors
+ Represent ATP to on-site media outlets, respond
to questions about players and ATP
+ Facilitating all player access
+ Advance planning key to success of all activities
+ Marketing consulting role for tournaments
+ Including application of all ATP assets and compliance
with rules
© 2011 ATP. All Rights Reserved

24. ATP World Tour
Branding Strategy Helping to Simplify the Sport
+ New branding strategy and rules ensuring consistent p
g gy g promotion of
the game
+ Net branding initiative helping to clearly identify tournaments as
official events
© 2011 ATP. All Rights Reserved

25. ATP World Tour
GAME ON Campaign
+ Driving the overall look feel of all ATP
communications
+ Bringing to life the key elements of our
positioning:
+ Raw emotion and athleticism of players
+ Exciting atmosphere of players performing on
the grandest of stages
+ More youthful and engaging style
+ Integrated campaign delivering creative assets
for all mediums
+ Successfully rolled out across 34 tournaments
+ Produced TV spots for 17 events
© 2011 ATP. All Rights Reserved

26. ATP World Tour
Global Campaign – Local Executions
© 2011 ATP. All Rights Reserved

27. ATP World Tour
Valencia Open 500
© 2011 ATP. All Rights Reserved

28. ATP World Tour
Publishing Initiatives
+ Annual ATP World Tour Yearbook
+ Media Guide with WTA
+ Barclays ATP World Tour Finals Programme
y g
© 2011 ATP. All Rights Reserved

29. ATP World Tour
Creative Used to Drive Tickets Sales for Season Finale
© 2011 ATP. All Rights Reserved

30. ATP World Tour
Barclays ATP World Tour Finals
+ Showcase of the tour
+ Climax to story of the season where every event plays a critical part
+ Key driver of ATP promotional initiatives
y p
+ Setting benchmarks in attendance, show production and overall
marketing strategy
© 2011 ATP. All Rights Reserved
30

31. ATP World Tour
Content Development Strategy
+ Capture the story of the season and allow fans to truly
p y y
experience the tour
+ Generate unique content for ATP communication channels
+ Maximize reach and engage new fans
+ Provide robust content for player tournaments
+ Efficient production and distribution across all p
p platforms
© 2010 ATP. All Rights Reserved

32. ATP World Tour
Uncovered
+ Weekly magazine show delivering
hundreds of hours of content
+ Shot across 30+ tournaments
+ Broadcast in 155 countries
+ Reaching almost ½ billion homes
+ Content syndicated across all ATP
communication channels
+ Excellent content for giant screens in
stadiums
© 2011 ATP. All Rights Reserved

33. ATP World Tour
Digital Strategy Focused to Grow Reach and Engagement
Mobile
Search
Social
Web
© 2010 ATP. All Rights Reserved

34. ATP World Tour
Thriving Digital Platforms
+ World s
World’s Most Popular Tennis Website
+ 200 Million Annual Visits, +30% YOY
+ 41 Minutes/Visit, +23% YOY
,
+ 15 Million Video Views
+ 1 Million Hours Live Streaming
+ 700 Thousand Facebook Fans
+ 250 Thousand Email Subscribers
+ 1,500 Mobile App Downloads/Day
Websites in Languages
W b it i 3 L
Mobile apps in 20 Languages
© 2011 ATP. All Rights Reserved

35. ATP World Tour
E-Marketing
E Marketing Generating $4+ Million in Tickets Sales
+ Well established lifecycle of communication
+ Focused on delivering value to stakeholders
+ Winner of multiple marketing awards
Barclays
Window
Recap /
R /
Pre‐Sale
Thanks
Tournament
Tournament
Mode Public Sale
Tournament
T t UK Season
UK S
build‐up Push
Player
Qualifications
© 2010 ATP. All Rights Reserved

36. ATP World Tour
“Don’t try anything unless it is manifestly
important and nearly impossible.”
impossible
Edward Lamb
© 2011 ATP. All Rights Reserved