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

Wrist Injury Threatening To End Holger Rune’s Olympic Dream

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Holger Rune will have a second medical opinion on Monday before deciding if he is fit enough to play at the Olympic Games, according to his team. 

The Danish world No.17 recently retired from his quarter-final match at the Hamburg Open due to a knee injury. The hope at the time was that his withdrawal would be just a precautionary measure ahead of the Olympics. However, he is also dealing with a second issue that appears to be more serious.

According to TV 2 Sport, Rune has been struggling with a wrist issue and underwent a scan on Sunday which his mother Aneke says ‘doesn’t look promising.’ Aneke is also the manager of her son’s career. Rune’s Olympic dreams now rest on the outcome of a second medical expert that he will visit tomorrow who has a better understanding of the sport. 

“Unfortunately, it does not look promising after the first medical opinion after the review of the scan of the wrist,” Aneke Rune told TV 2 Sport.

“We are waiting for two tennis-specific doctors who will give a second opinion tomorrow (Monday). Tennis wrists look different from regular wrists, so we’ll hold out hope for one more day.” 

Rune is one of three Danish players entered into the Olympic tennis event along with Caroline Wozniacki and Clara Tauson. The country has only won one medal in tennis before which was at the 1912 Games when Sofie Castenschiold won silver in the women’s indoor singles event. 

So far this season, the 21-year-old has won 27 matches on the Tour but is yet to claim a title. He reached the final of the Brisbane International and then the semi-finals of three more events. In the Grand Slams, he made it to the fourth round of the French Open and Wimbledon. 

It is not known when a final decision regarding Rune’s participation in Paris will be made.

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Hubert Hurkacz Undergoes ‘Knee Procedure’ Ahead of Olympic Bid

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Poland’s top player on the ATP Tour is not giving up on his dream of winning a medal at the Olympic Games despite recently undergoing a medical procedure.

World No.7 Hubert Hurkacz suffered a knee injury during his second round clash at Wimbledon against France’s Arthur Fils. In the fourth set tiebreak of their clash, Hurkacz dived for a shot but landed badly on his knee and required on-court medical attention. He then played two more points before retiring from the match. 

In a social media post published on Wednesday, the  27-year-old confirmed he underwent a procedure on his knee earlier this week but didn’t provide any further details.  Although Hurkacz has stated his intention to play at the upcoming Olympic Games in Paris, where the tennis event will be held on the clay at Roland Garros. 

“I had a knee procedure this Monday, but I’m feeling better already and my team and are dedicating extensive time each day to the rehab process.” He wrote on Instagram. 

“It’s a dream for every athlete to represent their country at the Olympics, and I want to make sure I am fully fit and ready before making the final decision to step on court. The aim is not only to participate, but to win a medal for my country.”

So far this season Hurkacz has won 34 out of 48 matches played on the Tour. He won the Estoril Open in April and was runner-up to Jannik Sinner in Halle. 

The Olympic tennis event is scheduled to begin a week Saturday on July 27th. Poland is yet to win a medal in the event but expectations are high with women’s No.1 Iga Swiatek also taking part. 

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Motivation, Pressure And Expectations – Novak Djokovic Targets History At Wimbledon

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image via x.com/wimbledon

Novak Djokovic has broken numerous records throughout his career but he still feels the pressure of trying to make history in the sport. 

The world No.2 is through to his 10th Wimbledon final where he will play Carlos Alcaraz, who beat him at this stage of the tournament 12 months ago. There is plenty on the line for the Serbian who could equal Roger Federer’s record for most men’s titles won at SW19 and break the overall record for most major singles won in the sport if he triumphs over the Spaniard. Djokovic currently has 24 Grand Slam trophies to his name which is the same as Margaret Court, who won some of her titles before the Open Era started. 

“Obviously I’m aware that Roger [Federer] holds eight Wimbledons. I hold seven. History is on the line.” Djokovic said on Friday after beating Lorenzo Musetti.

“Also, the 25th potential Grand Slam. Of course, it serves as a great motivation, but at the same time it’s also a lot of pressure and expectations.”

Coming into Wimbledon, there had been doubts over Djokovic’s form after he underwent surgery to treat a knee injury he suffered at the French Open. However, he has defied the odds to reach the final. His run has also seen him beat Alexi Popyrin and Holger Rune before getting a walkover in the quarter-finals from Alex de Minaur, who sustained an injury during the tournament. Then on Friday, he overcame a spirited Musetti in three sets. 

Despite the challenge, Djokovic has insisted that his expectations to do well are always high no matter what the situation is. During what has been a roller-coaster first six months of the season, he is yet to win a title this year or beat a player currently ranked in the top 10. Although he will achieve both of these if her beats Alcaraz on Sunday. 

“Every time I step out on the court now, even though I’m 37 and competing with the 21-year-olds, I still expect myself to win most of the matches, and people expect me to win, whatever, 99% of the matches that I play.” He said.

“I always have to come out on the court and perform my best in order to still be at the level with Carlos [Alcaraz] or Jannik [Sinner] or Sascha [Zverev] or any of those guys, Daniil [Medvedev]. 

“This year hasn’t been that successful for me. It’s probably the weakest results the first six months I’ve had in many years. That’s okay. I had to adapt and accept that and really try to find also way out from the injury that I had and kind of regroup.”

Djokovic hopes that a Wimbledon win will help turn his season around like it has done in the past for him. 

“Wimbledon historically there’s been seasons where I wasn’t maybe playing at a desired level, but then I would win a Wimbledon title and then things would change.” He commented.

“For example, that was the case in 2018 when I had elbow surgery earlier in the year, dropped my rankings out of top 20, losing in fourth round of Australian Open, I think it was quarters of Roland-Garros, and just not playing the tennis that I want to play. Then I won Wimbledon and then won US Open and then later on became No.1 very soon.”

Meanwhile, 21-year-old Alcaraz is hoping to stop Djokovic in his tracks. Should he defend his title at Wimbledon, he would become the first player outside the Big Three to do so since Pete Sampras more than 20 years ago. He has won their only previous meeting on the grass but trails their head-to-head 3-2. 

“I’m sure he knows what he has to do to beat me,” said Alcaraz.

“But I’m ready to take that challenge and I’m ready to do it well.”

When the two players take to the court to play in the Wimbledon final, Djokovic will be 15 years and 348 days older than Alcaraz. Making it the largest age gap in a men’s Grand Slam final since the 1974 US Open. Whoever is victorious will receive £2,700,000 in prize money. 

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