LONDON: The ATP, governing body of men’s professional tennis, has agreed a new partnership that will see the Canary Islands become the Official Tourism Destination of the Nitto ATP Finals in London.
The partnership will see Canary Islands Tourism become a Gold Partner of the Nitto ATP Finals across the next two editions of the prestigious season-ending tournament at The O2. The agreement includes on-court branding and hospitality.
Chris Kermode, ATP executive chairman & president, said: “We’re delighted to have reached this agreement, which sees the Canary Islands become the Official Tourism Destination of the Nitto ATP Finals. As the world’s biggest indoor tennis tournament, the ATP’s season-ending tournament at The O2 offers a truly international reach and global platform to our partners and we look forward to building a successful partnership over the next two years in London.”
For the Canary Islands, sponsorship of the Nitto ATP Finals presents an opportunity to consolidate its international reach, particularly in the UK market. Isaac Castellano, Tourism Minister of the Canary Islands, said: “The Nitto ATP Finals are a perfect fit given the connection with values such as innovation and modernity, as well as an association with world-leading brands in the international market. Linking the Canary Islands with the Nitto ATP Finals will contribute to our international promotion and will complement our current strategy by offering an appropriate stage for the Canary Islands, as European leaders in the tourism sector.”
The ATP’s crown jewel event is to be held through to 2020 at The O2 in London, where it has been staged since 2009. The event has successfully established itself as one of the major annual sporting events worldwide, broadcast in more than 180 territories with global viewership figures reaching an average of 95 million each year.
Two Circles to provide marketing support for ATP Finals
In other news, the ATP has engaged Two Circles to provide marketing support for this year’s Nitto ATP Finals.
The eight-day tournament, which this year will be held from 10th to 17th November, is one of the most attended sports events in the UK, and has boasted an average attendance of more than 250,000 per year since it moved to The O2 in London in 2009.
The new partnership will see Two Circles use its service-led, product-driven offering – and experience driving ticketing growth for sports rights-holders – to build on the ATP’s existing marketing strategy, and provide new consumer insights with the goal of maximising attendance.
Adam Hogg, event director of the Nitto ATP Finals, said: “The Nitto ATP Finals have set an extremely high benchmark over the years. Ensuring continued growth and new heights for our season finale is a key objective for the ATP in 2019 – and that means we need to ensure tickets get in the hands of both hardcore fans, and those new to the sport looking to experience the event’s famous atmosphere at The O2. Two Circles have a strong track record in this area and we’re excited to see the positive results of our work together.”
George Foster, Client Services director at Two Circles, added: “We know from our extensive work in the UK that there’s a growing demand for live experiences in the UK, and as one of the biggest events on the sporting calendar, that means there’s a growth opportunity for the Nitto ATP Finals.”
The 2019 ATP Finals will mark the penultimate edition of the event in London. Turin last month sealed a five-year deal for the hosting rights, running from 2021 to 2025, with the ATP Finals to call Pala Alpitour, Italy’s largest indoor sporting arena, its new home.