ATP Takes Commercial Rights In-House

The ATP announced its plans today to enhance its business strategy and structure, highlighted by the formation of ATP Properties, a U.K.-based subsidiary responsible for the marketing and sales of all ATP commercial rights.

ATP Chief Operating Officer Larry Scott will become President of ATP Properties. Additionally, a new ATP Marketing Advisory Board featuring Sir Martin Sorrell, Chairman and CEO of the WPP Group, and Bob Mansfield, Chairman of Telstra, has been formed to assist ATP Properties.

The ATP, governing body of the men’s professional tennis circuit, recently regained control of its commercial rights following the demise of ISL Worldwide, the rights holders since 2000.

‘We want to put all the necessary resources together to focus on the marketing of the men’s circuit,’ said Mark Miles, ATP Chief Executive Officer. ‘With the formation of ATP Properties and the ATP Marketing Advisory Board, we’re adjusting our structure to better coordinate our internal strengths with outside expertise. This will allow us to maximize the exposure and revenues of our sport, and help us maintain tighter control of our rights and how our valuable assets are packaged, promoted and sold.’

While adjusting its commercial strategy and structure, the ATP will not alter the cornerstones of its 21st Century Tennis vision that it outlined prior to the ISL agreement. This includes enhanced focus on the circuit’s premier events, the Tennis Masters Series; the ATP Champions Race, an easy-to-follow calendar-year points race; increased player promotion; and enhanced cooperation with the other governing bodies through joint efforts such as the year-end finale, the Tennis Masters Cup.

‘As our Chief Operating Officer since 1994, Larry Scott has successfully overseen the commercial development of the ATP and its attractive array of assets,’ said Miles. ‘His business acumen as well as commitment to and passion for the sport make him the ideal candidate to lead ATP Properties.’

Scott to Lead ATP Properties

‘I’m excited to work with a strong team in the development of the tremendous commercial opportunities in men’s professional tennis right now,’ said Scott.

‘There will be a significant shift in the commercial focus from that undertaken by ISL. Tennis is in the unique position of being the most global annual sports circuit, reaching a highly sought after fan base. We plan to exploit the valuable assets of the ATP and our members, including the packaging of the full range of rights. We will take a flexible approach in packaging tournament, player and media rights as required by sponsors, broadcasters and licensees.’

ATP Properties will work closely with companies to build packages using the best of these assets to fit their needs, as has been done with the groundbreaking partnership with Mercedes-Benz. One of the most successful partnerships in pro sports, the ATP and Mercedes-Benz have coordinated a customized, creative approach to sports marketing since 1996.

While controlling its rights directly, ATP Properties will work with a global network of agencies that will include up to four agencies in different markets around the world. The network will assist ATP Properties with sponsorship sales. Agreements with the specific agencies are currently being finalized, and details will be announced in the coming months.

In addition, the ATP will work with the Tennis Masters Series, the ATP’s top-tier tournaments, and TWI, IMG’s London-based television agency that has been appointed as consultants by the tournaments, to maximize exposure and revenues of their rights. ISL previously held the rights to the Tennis Masters Series. The rights were returned to the tournaments when the ISL contract was terminated.

To lead U.S. sales, ATP Properties has hired Peter de Tagyos, the former head of AT&T’s corporate arts, entertainment and sports sponsorships. Most recently, de Tagyos served as the Global Events Vice President at Lucent Technologies.

Two existing ATP executives will join de Tagyos at ATP Properties. Edwin Weindorfer, Vice President of Business Development, will head up European sales, while Laurent Delanney will serve as Global Director of Brand Marketing.

ATP Marketing Advisory Board

ATP Properties is establishing a Board of outside CEOs and Senior Marketing Executives from the world’s best corporations. The ATP Marketing Advisory Board’s initial members-Sorrell and Mansfield-are considered among the most successful, creative marketing executives in global business today.

Sorrell leads marketing and communications giant WPP Group, parent company of over 80 companies including Ogilvy & Mather Worldwide, J. Walter Thompson, and Young & Rubicam Advertising. Mansfield is one of Australia’s most celebrated businessmen as head of Telstra, the preeminent telecommunications and services company in Australia.

‘Sir Martin Sorrell and Mr. Mansfield provide the ATP with two of the most creative, forwarding thinking minds in business today,’ Scott said. ‘Both are big tennis fans, and both bring unique assets to our new Marketing Advisory Board. I certainly expect to rely on them heavily for advice and counsel.’

Additional appointments to the Board will be announced by the end of the year.

Sir Martin Sorrell: ‘We like the global appeal tennis has.’

In declaring his support of the ATP’s efforts, Sir Martin Sorrell said he plans to approach some of WPP’s biggest clients and offer them the chance to link their brands to the game. ‘We like the global appeal tennis has, as well as the upscale demographics of its fans,’ Sorrell said. ‘Sports is one of those areas we think is becoming more important in the advertising business.’

ATP Moves ATPtennis.com In-House

As one of ATP Properties’ first initiatives, the ATP has ended its relationship with Germany’s Kabel New Media, which had produced the popular ATPtennis.com website under the direction of ISL. ATPtennis.com, the No. 1 tennis website in the world, and Masters-Series.com will be produced by the ATP using staff resources from its offices in Florida, London, Monte Carlo, and Sydney, Australia to provide extensive 24-7 coverage of the game.

‘ATPtennis.com was redesigned in January, which provided us with a boost for the first half of 2001, and by bringing the entire content and IT operations in-house, we plan to do an even better job offering our fans more original content, up-to-date results and fun, interactive elements,’ said Scott.

The ATP recently organized an editorial, design and technical team from existing members of its staff, augmenting them with outside expertise. Diane Seo, a former award-winning Los Angeles Times reporter, now will serve as ATP New Media Manager. She recently worked as Senior Business Editor at Salon.com and, prior to that, was Business Editor at FOXNews.com.

ATP Battle of the Ages

This week, the ATP will launch its summer promotional campaign in the U.S. to promote individual stars as well as the ATP Champions Race. A full-page ad, featuring current ATP Champions Race leader Andre Agassi, will run in the Tuesday, July 24 edition of USA Today, one of numerous initiatives designed to highlight the game’s dynamic ‘Battle of the Ages.’

‘A key element of our 21st Century Tennis strategy was enhanced promotion of the players, initially demonstrated last year through the launch of our successful ‘New Balls Please’ campaign,’ said Miles. ‘As the ATP circuit moves to the U.S. for the 2001 summer swing, we’re geared up for the Mercedes-Benz Cup in Los Angeles this week and our two summer Tennis Masters Series events in Montreal and Cincinnati. The week-to-week battle between established champions like Andre and young, rising stars like ‘Guga’ Kuerten, Roger Federer and Andy Roddick is certain to thrill fans throughout the year before culminating in an exciting showdown at November’s Tennis Masters Cup in Sydney.’

For more details contact:

ATP
Matt Rapp
VP Public Relations
Tel: +44 20 7352 3852
Fax: +44 20 7376 7213
E mail: mrapp@atptennis.com
Website: http://www.atptennis.com