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

Fabio Fognini wins epic five-set match against Jordan Thompson

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Fabio Fognini battled past local favourite Jordan Thompson 7-6 (7-4) 6-1 3-6 4-6 7-6 in an epic five set match to score his five-set win at this year’s edition of the Australian Open.

 

The first set went on serve in the first five games. Fognini earned the first game in the sixth game, but Thompson broke back to draw level to 4-4. Fognini won the tie-break 7-4 after saving two set points in the 10th game.

Fognini earned an early break in the second game of the second set with a forehand passing shot. The Italian star went up a double break at 15 to race out to a 4-0 lead and closed out the second set 6-1 on his second set point.

Thompson saved two break points in the first game of the third set before breaking serve in the second game to open up a 3-0 lead. The Australian player saved a break point at deuce in the ninth game and held his serve to win the third set 6-3.

Both players went on serve with no break points in the first four games of the fourth set. Thompson converted his only break point in the fifth game and held his serve at 15 to open up a 4-2 lead. The home player did not look back in the next games to win the fourth set 6-4 forcing the match to the fifth set.

Fognini started the fifth set with a hold at love. The fifth set went on serve with no break points until the eighth game when Fognini earned the first break point of the set, but Thompson saved it at deuce to draw level to 4-4. Fognini earned his first match point at 5-4 with a forehand down the line. Thompson saved it with a big ace down the middle.

Thompson fended off another match point with a forehand down the line before holding serve after five deuces to draw level to 5-5. Fognini earned two consecutive match points, but Thompson saved them to force a super tie-break. Thompson made a forehand error at 1-1, but Fognini  double faulted. Fognini took a 7-3 lead after two unforced errors from Thomson. Fognini sealed the fifth set 10-4 with a backhand down the line after 4 hours and 5 minutes. Fognini will face Argentina’s Guido Pella.

“It was a good fight. It was amazing. It’s perfect. I feel good. I am tired for sure. I was two sets to zero in front. He was playing better, he was serving unbelievable. I had 75 match points, and it is more sweat, because it is tood easy winning in three sets”, joked Fognini.

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ATP

Marin Cilic takes the Match tie-break to beat Benoit Paire in Melbourne

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Marin Cilic battled past Benoit Paire 6-2 6-7 (8-10) 3-6 6-1 7-6 (10-3) in the match tie-break after 3 hours and 33 minutes in windy conditions to advance to the third round at the Australian Open. Paire won 82 % of his first serve points, but he made 51 unforced errors.

 

Cilic broke three times in a row to seal the opening set 6-2. Paire rallied from 3-5 down to win the tie-break 10-8. Paire earned a break of serve at deuce in the eighth game to win the third set 6-3. Cilic broke twice in the second and sixth games to win the fourth set 6-1.

Each player saved a break point in the fifth set, but they held on their service games en route to reaching the the match tie-break, where Cilic sealed the win 10-3.

Cilic booked his spot in the third-round, where he will face Spain’s Roberto Bautista Agut, who came back from one set down to beat Michael Mmoh 5-7 6-2 6-4 6-1 after 2 hours and 44 minutes. The match was moved to the Melbourne Arena after it was interrupted by rain, when Mmoh was leading 2-1 in the fourth set.

Last year’s Australian Open semifinalist Stefanos Tsitsipas reached the third round, when Phillip Kohlschreiber pulled out of the match due to a muscle injury. Tsitsipas set up a third round match against Milos Raonic, who converted each of his four break points to beat Cristian Garin 6-3 6-4 6-2.

Hungary’s Marton Fucsovics beat last year’s Next Gen ATP Finals champion Jannik Sinner 6-4 6-4 6-3 after 2 hours and 16 minutes. Fucsovics earned his first break in the third game to take a 2-1 lead. Sinner broke back in the sixth game to draw level to 3-3, but Fucsovics earned another break in the next game to take the opening set 6-4. Fucsovics went up an early break in the first game of the second set, but Sinner broke straight back. Sinner dropped his serve at love in the seventh game to lose the second set 6-4. Sinner went up a 2-0 lead with an early break. Fucsovics broke straight back in the third game to claw his way back to 1-2. Fucsovics broke serve in the seventh game to take a 4-3 lead and sealed the win in the ninth game on his first match point.

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Tennys Sandgren battles past Matteo Berrettini in five sets to reach the third round at the Australian Open

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Tennys Sandgren stunned number 8 seed and 2019 US Open semifinalist Matteo Berrettini 7-6 (9-7) 6-4 4-6 2-6 7-5 to reach the third round at the Australian Open in Melbourne. The Tennessee player achieved the best result of his career two years ago, when he beat two top 10 players to reach the quarter final at the 2017 Australian Open.

 

Both players held on their service games throughout the first set en route to the tie-break. Sandgren saved a set point at 5-6 with a forehand. The US player earned a set point at 7-6, but Berrettini fended it off with a big forehand. Sandgren got the tie-break after an error from Berrettini at 7-7.

Sandgren went up a break at 2-2 and held on his service games to seal the second set 6-4 earning a two-set lead. Berrettini forced an error from Sandgren at 5-4 to earn the break and seal the third set.

Berrettini went up a double break to win the fourth set 6-2 forcing the match to the decisive set. The Italian player earned three break points, when Sandgren was serving at 3-4. The US player saved them to hold serve. Sandgren broke serve at 5-5, when Berrettini sent a forehand into the net and sealed the win with a strong first serve.

“It’s a top 10 win at a Slam, so it’s up there for sure. I was injured for most of the Fall. I tore a ligament and got a stress fracture in my toe. After the US Open I played one week in Asia and then I was done. I had five to six weeks where I did not have any points to defend and could have pushed higher in the rankings but I could not play. I felt I played in spurts last year. I had some good weeks at Slams. I like these tournaments a lot. Sometimes you can get lost a little bit when you are playing 30 or 35 weeks a year. I feel my game comes together in these weeks”, said Sandgren.

Sandgren set up a third round match against his compatriot Sam Querrey, who edged past Ricardas Berankis 7-6 (7-2) 4-6 6-4 6-4. Querrey hit 26 aces and won 87 % of his first serve points. Querrey reached the quarter final at Wimbledon and the semifinal in Eastbourne.

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