• Brief

    To create a nationwide grassroots tennis programme to facilitate engagement with the tennis community and promote Barclays’ title sponsorship of the Barclays ATP World Tour Finals.

     

    Progressive Solution

    We came up with the idea of involving the community in the Barclays ATP World Tour Finals by providing the opportunity for youngsters from all over the country to be a ball kid on court with the top 8 men’s singles players. Having previously used their own experienced ball kids, we persuaded the ATP of the merits of a new community approach and set about recruiting a top team of coaches and devising a rigorous selection and training programme.

    Since its launch in 2010, over 6,500 youngsters aged between 12 and 16 yrs have attended one of 14 regional trials held throughout the UK. Each year, 100 kids are chosen to attend the National Trials where the final selection of 30 ball kids is made. The award winning programme runs each year and is promoted through a variety of channels, including in branch, online and at the Barclays ATP World Tour Finals tournament through posters and onsite distribution of marketing materials.

    Key Facts

    • Launched in 2010 with 45 recruitment events held all around the UK.
    • Programme extended to France in 2012
    • 6500 entrants
    • £1.5m media value achieved in 2012
    • 77% of Barclays ATP World Tour Finals attendees were aware of the Barclays Ballkids activity
    • 81% of event attendees thought the activity was either good or excellent
    • High profile PR campaign using players such as Djokovic, Boris Becker, and Wilfred Tsonga
    • Strong regional and national press and broadcast coverage
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