ATP Unveils New Logo And Ambitious ‘Love It All’ Campaign - UBITENNIS
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ATP Unveils New Logo And Ambitious ‘Love It All’ Campaign

The ATP have launched a new image and initiative in a bid to engage more with casual fans of the sport.

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The governing body of men’s tennis has undergone a facelift after unveiling their new brand identity during this week’s Nitto ATP Finals in London.

 

In what is the first change for ATP in 10 years, the men’s circuit will now be named the ‘ATP Tour.’ Removing the word world that has been assigned to the tour within recent time. To coincide with the change, the organization has launched a new logo to ‘convey the energy and movement that optimizes world-class tennis.’ It is the fifth time ATP logo has been changed since 1972.

Besides the visual revamp, a new campaign has been developed to engage with ‘casual sports fans.’ Called ‘Love It All,’ the initiative aims to empathize the global reach of men’s tennis. In 2019 63 tournaments will take place across 31 countries on the ATP Tour.

“These ambitious and innovative initiatives will enable us to better engage and inspire sports fans around the world – from hardcore tennis followers to the more casual fans, who might currently only follow our sport during the Nitto ATP Finals or Grand Slam tournaments.” Said CEO Chris Kermode.
“This is about showcasing the fantastic entertainment and high-intensity action that is on offer all year round – raising awareness, driving engagement across digital and TV, and packing out stadiums wherever we go.”

In recent years there has been a push to promote the rising stars of the sport with the creation of the Next Generation concept. An approach that is used to both support and promote players under the age of 21 who are currently ranked inside the top 200. In 2017 the ATP launched the Next Gen Finals in Milan. An event where they test out a series of new rules with the possibility of applying them to the entire tour if successful.

“We’re taking a bold approach in everything we do at the ATP, from our pioneering broadcast partnership with Amazon Prime to the innovations we’ve been testing out at the Next Gen ATP Finals in Milan. It’s an exciting time for the sport – with a mix of unbelievable legends still at the top of their game and the next generation of stars emerging – so this is a great time to be engaging new, younger fans around the world.” Kermode explained.

The re-branding was developed with the help of MATTA. A company that has also collaborated with The Football Association, sportswear company Umbro and England Rugby. Matt Hunt, who is MATTA’s Strategy and Brand director, said their research ‘highlighted the need to continue to improve the spontaneous association of the ATP’ among lighter tennis fans.

“We aimed to create a striking new look and brand for the Tour. Something simple, impactful and flexible where ATP stands out and is noticed by visually conveying the energy, power, and movement that epitomizes tennis as one of the most exciting sports in the world.” MATTA said in a statement.

From 2020 the ATP will also revive the World Team Cup in a move some say could threaten the Davis Cup. The tournament with take place in Australia at the start of each year with both prize money and ranking points up for grabs.

ATP

Intriguing Team-Ups Lure Eyes Doubles’ Way. Will They Stay For The Problems, Too?

Will the recent surge in high-profile double partnerships have any impact on the long term future of the discipline?

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Cincinnati Open, Western and Southern Open, Andy Murray, Feliciano Lopez
Photo Credit: ATP Tour Twitter

In one of his press conferences at the Western and Southern Open in Cincinnati, Andy Murray said he would not be playing the US Open. His announcement came a day or so after his initial declaration that he would be playing only the two doubles events in the final Major of the season. A few things came out of Murray’s remarks. The first and the obvious was that the former world no. 1 was ready to give it his all (yet again) to play singles. The second, the understated aspect, was that doubles while seeming easy vis-à-vis singles required just as much focus, if not more. Then, there was a third.

 

In tennis’ continuity though, the relevance of the doubles game is not a recent epiphany. However, the last few tournaments of the 2019 season that featured some eclectic partnerships – Stefanos Tsitispas and Nick Kyrgios, Andy Murray and Feliciano Lopez, the Pliskova twins, Andy and Jamie Murray, and so on – has made doubles slightly more prominent than singles.

Singles has become monotonous with the same set of players making it to the final rounds. On the other hand, doubles has brought in more verve to the existing status quo of the Tour, with each player’s individuality adding to the dynamics of the team. After his first outing as Kyrgios’ doubles partner at the Citi Open in Washington in July, Tsitsipas pointed this out.

“It’s the joy of being with a person who thinks differently and reacts differently. I would characterise him (Kyrgios) as someone who likes to amuse. I’m very serious and concentrated when I play, but he just has the style of speaking all the time. It’s good sometimes to have a change,” the Greek had said.

These changes – as seen with Murray’s recent decision – may not extend for a longer period. The culmination of these short-term team-ups does – and should – not mean the end of the road of doubles piquing attention, per se. At the same time, these transitory partnerships also reroute the discussion back to the financial side of the doubles game.

In a recent interview with Forbes, Jamie Murray – a doubles specialist – shared how conducive it had become for players to take up doubles as the sole means of a tennis career these days, as compared to in the past.

“Because the money is always increasing in tennis, it is a much more viable option to go down the doubles route a lot earlier than previous generations. Before, people would play singles and then when their ranking dropped, they played an extra few years of doubles. Now it is a genuine option to start off much younger and have a career in doubles,” the 33-year-old said.

Despite Murray’s upbeat attitude, these increases have not exactly trickled towards doubles, especially at the Slams including the upcoming edition of the US Open. For 2019, the USTA showed-off yet another hike in the prize-money coffer. The men’s and women’s singles champions will be awarded $3.8 million. In comparison, the men’s and women’s doubles teams winning the respective title will get $740,000. This sum gets further diluted for the mixed-doubles’ titlists who will get $160,000 as a team.

This is the third and final takeaway that emerged from Murray’s US Open call. For several of these singles players, intermittent doubles play is an option. For those who play only doubles, that is the only option they have. The doubles game requires similar effort – travel, expenses and fitness – the costs continue to outweigh the benefits. These momentary team formations are a gauge revealing the disparity of tennis’ two sides, visible yet obliviated beyond tokenism.

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Svetlana Kuznetsova upsets Ashleigh Barty in Cincinnati to reach the 42nd final of her career

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Russian wild card Svetlana Kuznetsova edged top seed this year’s Roland Garros champion Ashleigh Barty 6-2 6-4 in the semifinal of the Western and Southern Open in Cincinnati to reach the 42nd final of her career.

 

Two-time Grand Slam champion Kuznetsova, who is now ranked world number 153, scored her third win against top 10 players this week  after beating former US Open champion Sloane Stephens and Karolina Pliskova.

Barty missed her chance to regain world number 1 spot from Naomi Osaka, who was forced to retire from her quarter final.

Barty earned the first break of the match in the second game of the opening set, when Kuznetsova netted a backhand. Kuznetsova broke back in the third game with a smash winner and earned another break at 2-2 when Barty netted a backhand. Kuznetsova hit a return winner to build up a 5-2 lead. Barty asked a medical time-out to treat he right leg. Kuznetsova held serve at 15 to close out the opening set after 30 minutes.

Kuznetsova went up a break in the first game of the second set. Barty won just three points on return in the second set. Kuznetsova closed out the second set with three winners in the 10th game.

“I am really happy. I am not really an analyzing person, but on my intuition, I am doing so much better, not repeating so many of my mistakes, just playing smarter and wiser now. It’s been so many different things when I was off, so I just enjoyed time off. Honestly, I was not missing at all the travelling and all the stress when you play tournaments, but now I have missed it and I feel good. I feel joy staying here and being here. It definitely helped me to have some time off to see other things outside tennis”, said Kuznetsova.

 

Kuznetsova set up a final against Madison Keys, who beat Sofia Kenin in straight sets. The Russian 34-year-old veteran player has qualified for her first final since last year, when she beat Donna Vekic in Washington.

 

“Madison is extremely tough. When she is on fire, it is really hard to play against her. It’s going to be a difficult match-up”, said Kuznetsova.  

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David Goffin reaches his first Masters 1000 in Cincinnati

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David Goffin beat Richard Gasquet 6-3 6-4 on an overcast afternoon to reach the first Masters 1000 final of his career and his 13th title match at ATP Tour level at the Western and Southern Open in Cincinnati. Goffin has dropped just one set en route to the final.

 

Goffin is returning to his best form this summer under the guidance of former Swedish player Thomas Johansson. He reached the final in Halle and his first quarter final at Wimbledon. He received a walkover after Yoshihito Nishioka was forced to withdraw from the match due to food poisoning.

The Belgian player started the match with two consecutive holds before breaking at love to open up a 4-1 lead with a backhand winner down the line.

Goffin held his next service games to seal the opening set 6-3. Gasquet earned an early break to open  2-0 lead, but Goffin won five of the next six games with two breaks. The 2017 Nitto ATP Finals runner-up served out the win at love in the 10th game after 1 hour and 16 minutes, as Gasquet sent his backhand long.

Goffin reached the semifinal in Cincinnati last year, but he was forced to retire due to an arm injury.

“I am very happy. It’s a tournament I like and I have played the best tennis in the past few years. I am really happy to reach my first Masters 1000 final here. It’s a great moment for me.”

 

 

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