• Brief

    With the ATP’s prestigious season ending finale, featuring the world’s top 8 men’s players, relocating to The O2 in London in 2009, Barclays engaged us to manage and activate its title sponsorship of the event.


    Progressive Solution

    We put together a bespoke account team with extensive tennis experience, insight and contacts. Working closely with a dedicated sponsorship team at Barclays, we quickly got to grips with the many and different internal business requirements of such a large organization and set about devising a sponsorship activation plan that could deliver the right outcomes for different business units. As well as activating the extensive inventory of sponsorship rights made available by the ATP at the event, we identified and procured additional sponsorship assets and opportunities around the event, including the Barclays Player Mascots and Barclays Ball Kids programmes. We are responsible for all on site activation during the event including delivery of experiential and promotional activities, design and build of Barclays Fan Zone area, ambassador management, media relations and we undertake additional activation initiatives throughout the year including in branch, employee and community engagement activity and implementation of an extensive communications programme.

    Key Facts

    • Record attendances with over 250,000 ticketed people attending the event every year and 2012 saw the 1 millionth fan
    • Over 400,000 total attendance at O2 during the event
    • Total spontaneous awareness rose from 2% to 10% since 2009
    • Tennis fans twice as likely to consider Barclays and find the brand appealing
    • 77% of event attendees were aware of the Barclays Ballkids initiative and 81% thought the initiative was either good or excellent
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