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

Pierre Sugues Herbert and Nicolas Mahut reach the doubles semifinal at the ATP Finals in London

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Pierre Hugues Herbert and Nicolas Mahut secured their spot in the semifinal of the ATP Finals doubles tournament with a 7-5 7-6 (7-3) win over Kevin Krawietz and Andreas Mies in 1 hour and 33 minutes. The French teeam won 75 % of their first serve points and fended off three of the five break points.

 

The French doubles team earned the early break to race out to a 5-2 lead. Krwietz and Mies fended off a set point and broke back to draw level to 5-5. Herbert and Mahut held serve at love before breaking serve in the 12th game to win the opening set 7-5.

In the opening game of the second set Herbert made a double fault to drop serve. Mahut and Herbert broke back to draw level to 4-4. Herbert earned three mini-breaks to win the tie-break 7-3.

“We didn’t know before the match that we needed to win in straight sets to qualify tonight. We just wanted to come on court and win this match”, said Mahut.

 

 

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Alexander Zverev Denies Using Phone During Match At ATP Finals

The world No.7 has insisted that he didn’t break any rules at the season-ending event.

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LONDON: Reigning ATP Finals champion Alexander Zverev has denied allegations that he was swiping through his phone during a sit down in his latest match in London

 

A series of Twitter users posted footage of the German placing his hand in his bag. It appeared as if he was using a phone or some sort of electronic device. Using his thumb to either press a button or swipe something. Despite the allegations, Zverev has denied any wrongdoing. 

“My phone was in the locker room. I always leave it there. I don’t know what they saw, but it was definitely not a phone.” Zverev replied when quizzed in his press conference. 

Under rules set out by the ATP, it is an offence for players to use their phones during matches and they could potentially be penalised. The rule is in place as part of fight against match-fixing in the sport. 

“A player is not allowed to use any electronic devices (e.g. CD players, mobile phones, etc.) during matches, unless approved by the Supervisor.” The 2019 ATP rulebook states. 

Despite the 22-year-old stating his innocence, questions remain about what he was looking at inside his bag. Which is located next up the chair of the match umpire. Asked to explain, he said it might have been ‘an empty water bottle.’ 

 

Zverev will play his final match of the round-robin stage at the ATP Finals against Daniil Medvedev. He is currently 1-1 in the group after defeating Rafael Nadal before losing to Stefanos Tsitsipas on Wednesday. 

“Days like this happen. It’s just how it is in sports.” Said Zverev after his latest loss. “Against Rafa, I played a great match. Today I didn’t. This is just how it is sometimes, even though I have to give credit to him. He played really well.”
“There are a lot of things that I did not do great, and I have to change that to have a chance on Friday.”

There are three possible scenarios in which Zverev can qualify for the semi-finals. The most simple is that if both he and Nadal or Tsitsipas win their next matches. He can also qualify if he loses to Medvedev in three sets and Tsitsipas wins. 

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Jean Julien Rojer and Horia Tecau beat Juan Sebastian Cabal and Robert Farah in the doubles tournament in London

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Former ATP Finals champions Jean Julien Rojer from the Netherlands and Horia Tecau from Romania beat 2019 year-end number 1 team Juan Sebastian Cabal and Robert Farah 6-2 5-7 10-8 after 90 minutes in Max Mirnyi Group of the doubles tournament at the ATP Finals in London.

 

Tecau broke serve with a backhand crosscourt winner to take a 3-1 lead in the opening set. The Romanian player went up a double break with a backhand crosscourt winner at 5-2 to seal the opening set after 28 minutes.

Cabal and Farah did not convert any of their break points in the ninth game of the second set before breaking serve for the first time in the match two games later to claim the second set 7-5 forcing the match to the decisive set.

Rojer and Tecau went up a 6-2 lead in the Match Tie-Break. Cabal and Farah won four consecutive points to draw level to 6-6. Rojer and Tecau rallied from 7-8 down by winning three consecutive points to claim the Match Tie-Break 10-8.

Rojer and Tecau have now a 1-1 record in Group Max Mirnyi. The Dutch and Romanian team took the re-match against Cabal and Farah, who won their previous head-to-head clash in five sets at Wimbledon en route to their maiden Grand Slam doubles title.

“I am happy with our form. We lost the first match and knew we would need to bounce back against a very good team. We played a very good first set, prior to them making adjustments in the second set. We played a really good Match tie-break”, said Rojer.

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