• Brief

    To drive awareness of Barclays title sponsorship of the Barclays ATP World Tour Finals and its association with tennis amongst tennis fans and wider sports audience.

     

    Progressive Solution

    Our Communications team devised and executed a media and PR programme of activity leading up to and during the Barclays ATP World Tour Finals to raise awareness and drive key messaging to the target audience. As well as placing Barclays branded ticket and mascot promotions in key print and online media, hosting several media functions during the year which were attended by all the national newspapers and event broadcasters, our team formed strategic media partnerships with Metro and The Evening Standard who ran advertisements, prize promotions and a full event supplements in the build up to the event. Former player, Boris Becker was recruited as a sponsorship ambassador to promote specific Barclays initiatives both prior to and at the event, including Barclays Ball Kids and Unsung Tennis Hero campaigns, and his popularity amongst fans and media alike ensured extensive coverage with live interviews for all the main broadcast and radio news channels. World No. 1 Novak Djokovic launched the Barclays Ball Kids 2012 campaign with a photoshoot at the O2 with a newsfeed distributed to Sky, BBC, BBC London, London Tonight, TPL and Tennis Channel. We also staged a “hit around” between Boris Becker, and Premier League footballer, Rio Ferdinand, which was filmed and used by Sky Sports and BBC and included by TPL on the world TV feed of the event, as well as on the ATP App and website.

    Key Facts

    • 12 Branded competitions placed in key national and online media
    • Overall circulation 5,880,921 (print media) and 219,609,758 unique online viewers per month
    • Branded tournament trophy ribbons ensured widespread exposure in national media
    • Barclays players appearances and branded activity featured in daily world feed of the event, as well as on BBC and Sky Sports
    • Branded photos distributed by Getty to all major news agencies
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