Sports marketing

WTA and ATP Tennis United Series named Best ‘Sports Marketing Campaign’ by SPIA Asia Awards

The WTA and ATP won another industry award for Tennis United, the digital series that gave professional tennis players a voice and provided exclusive content to players and fans around the world in 2020.

Selected by a panel of 250 industry experts, the WTA and ATP won the “Sports Marketing Campaign” category at the SPIA Asia – Sport Industry Awards, specifically for increasing fan engagement during the COVID-19.

Tennis United was nominated in the same category as Major League Baseball (MLB) – “Open Day at Home”, AC Milan’s “From Milan with Love” concert and Roc Nation, the club’s “Virtual Mascot Program” Tottenham Hotspur football and La Liga football. “Show Your Team Colors” Instagram Filters for the Home Campaign.

Hosted by Grand Slam doubles champions Bethanie Mattek-Sands (WTA) and Vasek Pospisil (ATP), Tennis United has stood out for addressing important issues such as mental health, equality and inclusion, and social responsibility, as well as light moments through social media challenges, discussions and interviews.

Of the 18 episodes aired, Naomi Osaka, Novak Djokovic, Garbiñe Muguruza, Andy Murray and Stefanos Tsitsipas, as well as tennis legends Martina Navratilova and Stefan Edberg were all featured, along with many more. Additionally, fans got to see WTA and ATP players interact with each other and with stars from other sports and cultures; the show featured guests from the worlds of international football, the NBA, the NHL and music.

Last year, Tennis United received top honors from the Leaders Sports Awards for Best “Content Creation”. The first of 18 shows aired on April 10, 2020 and marked the first time the WTA and ATP Tour had collaborated on a series of content.