MARKETING THE ATP WORLD TOURForo Internacional Del Deporte Valencia 2011  ATP World TourNovember 3rd, 2011David Massey & G...
ATP World TourOrder of Play+ ATP World Tour Introduction          + Tournament structure          + Key stats+ Tour Govern...
ATP WORLD TOUR INTRODUCTIONATP World Tour                              © 2011 ATP. All Rights Reserved
ATP World TourA Truly Global Platform+ 62 Tournaments+ 32 Countries+ 6 Continents+        Prestigious Locations© 2010 ATP....
ATP World TourTournament Structure     + Three tiers of tournaments     + South African Airways ATP Rankings telling the s...
ATP World Tour250 TournamentsEuropeVienna Austria, Umag  Zagreb Croatia, Marseille, Metz, Montpellier  NiceFrance, Halle, ...
ATP World Tour250 TournamentsAmericasCosta Do Sauipe Brazil, Santiago Chile, Buenos Aires Argentina,Delray Beach, Houston,...
ATP World Tour250 TournamentsInternational ZoneBrisbane  Sydney Australia, Auckland New Zealand, Chennai India,Kuala Lumpu...
ATP World Tour500 TournamentsRotterdam Netherlands, Barcelona Spain, Hamburg Germany,Basel Switzerland, Valencia Spain, Me...
ATP World TourMasters 1000 TournamentsIndian Wells USA, Miami USA, Monte-Carlo Monaco,Rome Italy, Madrid Spain, Toronto  M...
ATP World TourBarclays ATP World Tour Finals+         The Final Showdown+         Best 8 Singles players and Doubles teams...
ATP World TourA Golden Era     + We are enjoying one of the most exciting p                  j y g                       g...
ATP World TourPowerful Fan Base  Prolific Media Coverage4.34 3 million fans on site571 million TV viewers5 ,600 b oadcast ...
ATP World TourRecord Breaking Spectator Attendance2010 Attendance: 4,339,681spectators+ Europe                            ...
ATP World TourGlobal TV Coverage Reaching 571 Million Viewers2010 ATP World Tour TV coverage per region:                  ...
TOUR GOVERNANCE  OPERATIONSATP World Tour                               © 2011 ATP. All Rights Reserved
ATP World TourOrganizational Structure     + Non-profit membership           p               p       organization         ...
ATP World TourTour Operational Structure           Tournament                       Tournament                            ...
ATP World TourStronger Than Ever     + Prize Money                 y                + Player compensation to surpass $90 m...
MARKETING THE TOURATP World Tour                     © 2011 ATP. All Rights Reserved
ATP World TourMarketing Strategy – Guiding Principles     + Simplify the tour                + Make it easier for fans to ...
ATP World TourATP Marketing  Communications Roles+ Corporate Communications               + Promote and protect the image ...
ATP World TourPR  Marketing+ STARS programme to generate as much p           p g            g                 positive  pu...
ATP World TourBranding Strategy Helping to Simplify the Sport     + New branding strategy and rules ensuring consistent p ...
ATP World TourGAME ON Campaign+ Driving the overall look  feel of all ATP  communications+ Bringing to life the key elemen...
ATP World TourGlobal Campaign – Local Executions© 2011 ATP. All Rights Reserved
ATP World TourValencia Open 500© 2011 ATP. All Rights Reserved
ATP World TourPublishing Initiatives+ Annual ATP World Tour Yearbook+ Media Guide with WTA+ Barclays ATP World Tour Finals...
ATP World TourCreative Used to Drive Tickets Sales for Season Finale© 2011 ATP. All Rights Reserved
ATP World TourBarclays ATP World Tour Finals+         Showcase of the tour+         Climax to story of the season where ev...
ATP World TourContent Development Strategy     + Capture the story of the season and allow fans to truly         p        ...
ATP World TourUncovered       + Weekly magazine show delivering         hundreds of hours of content       + Shot across 3...
ATP World TourDigital Strategy Focused to Grow Reach and Engagement                                           Mobile      ...
ATP World TourThriving Digital Platforms +         World s           World’s Most Popular Tennis Website +         200 Mil...
ATP World TourE-MarketingE Marketing Generating $4+ Million in Tickets Sales+ Well established lifecycle of communication+...
ATP World Tour            “Don’t try anything unless it is manifestly            important and nearly impossible.”        ...
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Marketing The Atp World Tour by David Massey & George Ciz

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

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Transcript of "Marketing The Atp World Tour by David Massey & George Ciz"

  1. 1. MARKETING THE ATP WORLD TOURForo Internacional Del Deporte Valencia 2011 ATP World TourNovember 3rd, 2011David Massey & George Ciz © 2011 ATP. All Rights Reserved
  2. 2. ATP World TourOrder 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. 3. ATP WORLD TOUR INTRODUCTIONATP World Tour © 2011 ATP. All Rights Reserved
  4. 4. ATP World TourA Truly Global Platform+ 62 Tournaments+ 32 Countries+ 6 Continents+ Prestigious Locations© 2010 ATP. All Rights Reserved 4
  5. 5. ATP World TourTournament Structure + Three tiers of tournaments + South African Airways ATP Rankings telling the story of the season© 2010 ATP. All Rights Reserved
  6. 6. ATP World Tour250 TournamentsEuropeVienna Austria, Umag Zagreb Croatia, Marseille, Metz, Montpellier NiceFrance, Halle, Munich Stuttgart Germany, ‘s-Hertogenbosch Netherlands,Estoril Portugal Bucharest Romania Belgrade Serbia Bastad Stockholm Portugal, Romania, Serbia,Sweden, Gstaad Switzerland, Eastbourne London United KingdomATP World Team CupDüsseldorf Germany© 2010 ATP. All Rights Reserved 6
  7. 7. ATP World Tour250 TournamentsAmericasCosta 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. 8. ATP World Tour250 TournamentsInternational ZoneBrisbane 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. 9. ATP World Tour500 TournamentsRotterdam 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. 10. ATP World TourMasters 1000 TournamentsIndian 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. 11. ATP World TourBarclays 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. 12. ATP World TourA 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. 13. ATP World TourPowerful Fan Base Prolific Media Coverage4.34 3 million fans on site571 million TV viewers5 ,600 b oadcast ou s54,600 broadcast hours256 TV networks171 million annual web visits© 2011 ATP. All Rights Reserved 13
  14. 14. ATP World TourRecord Breaking Spectator Attendance2010 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. 15. ATP World TourGlobal TV Coverage Reaching 571 Million Viewers2010 ATP World Tour TV coverage per region: North America55% Europe23% Asia/Australasia 10%10% North America Latin South America 23% 8%8% Latin South America Asia/Australasia5% Rest of the World Rest of the World 5%45,000 hours of coverageAcross 180 countries 55% EuropePercentages based on number of viewers© 2010 ATP. All Rights Reserved 15
  16. 16. TOUR GOVERNANCE OPERATIONSATP World Tour © 2011 ATP. All Rights Reserved
  17. 17. ATP World TourOrganizational 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. 18. ATP World TourTour 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. 19. ATP World TourStronger 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. 20. MARKETING THE TOURATP World Tour © 2011 ATP. All Rights Reserved
  21. 21. ATP World TourMarketing 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. 22. ATP World TourATP 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. 23. ATP World TourPR 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. 24. ATP World TourBranding 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. 25. ATP World TourGAME 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. 26. ATP World TourGlobal Campaign – Local Executions© 2011 ATP. All Rights Reserved
  27. 27. ATP World TourValencia Open 500© 2011 ATP. All Rights Reserved
  28. 28. ATP World TourPublishing Initiatives+ Annual ATP World Tour Yearbook+ Media Guide with WTA+ Barclays ATP World Tour Finals Programme y g© 2011 ATP. All Rights Reserved
  29. 29. ATP World TourCreative Used to Drive Tickets Sales for Season Finale© 2011 ATP. All Rights Reserved
  30. 30. ATP World TourBarclays 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. 31. ATP World TourContent 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. 32. ATP World TourUncovered + 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. 33. ATP World TourDigital Strategy Focused to Grow Reach and Engagement Mobile Search Social Web© 2010 ATP. All Rights Reserved
  34. 34. ATP World TourThriving 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. 35. ATP World TourE-MarketingE 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. 36. ATP World Tour “Don’t try anything unless it is manifestly important and nearly impossible.” impossible Edward Lamb© 2011 ATP. All Rights Reserved

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