‘It All Adds Up’: ATP Global Campaign Stars Alcaraz, Djokovic, Sinner, Tiafoe
Thursday, January 9, 2025 at 04:30PM By Barry Janoff
January 9, 2025: Entering the first Grand Slam event of the year, the ATP Tour has unveiled its multi-media global marketing campaign for 2025, “It All Adds Up.”
The effort, which coincides with the Australian Open (Jan. 11-26), seeks to show, according to the anchor spot, “Every point. Every match. Every tournament. Every opponent. Every doubt. Every injury. Every ranking. Every Masters, Every Finals. Every moment. Means everything. It all adds up.”
Among the players featured and with standalone spots — compete with their own tag lines — are Carlos Alcaraz (“Fear the competition or be it)”, Novak Djokovic (“The best stand alone and keep it that way”), Jannik Sinner (“Don’t elude, be lethal”), Frances Tiafoe (“Not every hero was supposed to be”), Casper Rudd and Daniil Medvedev.
Also featured is Shang Juncheng, a Next Gen ATP star who has has already become China's youngest champ (19), who currently is ranked in the ATP Top 50.
“ATP Tour athletes deliver breathtaking athleticism and emotionally charged drama week-in and week-out across our spectacular tournaments around the globe,” Andrew Walker, ATP Tour svp-brand and marketing, said via the Tour. “We love how (lead agency) Wieden+Kennedy London brought this to life in the It All Adds Up platform.
“The unique creative perspective on the essence of what makes men’s professional tennis a passion-point for our worldwide fan base is what will help us recruit new fans into the sport, enhance engagement, and move the ATP Tour and our athletes deeper into the heart of cultural conversations.”
According to the ATP, “The Tour is a celebration of its parts. Everything contributes to the jaw-dropping marvel beloved around the world. There is Different Drama, Fierce Feuds, Struggles and Successes. Savor The Spectacle,” each element of which also gets a standalone focus.
“Every moment on the Tour brims with excitement, intensity, emotion and unparalleled athleticism. By bringing fans closer to these elements, we are not just showcasing tennis, but showing why it matters. Because on the ATP Tour, every moment truly adds up.” 
Among the various other tag lines: “Play like no one’s watching, until they are.” “You’re Not No.1. You’re No. 1 For Now.” “You can’t keep your eyes off of it for a moment, let alone a day.” And “There is no time to waste. You never know when everything can change. It all is part of the journey. It all adds up.”
The campaign will air during ATP broadcast coverage, online and via social media.
The ATP Tour said it experienced “record sponsorship revenues for the 2024 season,” including nine new global partners and multiple partnership renewals.
The ATP Tour said its "unprecedented commercial success reflects its focus on strategic growth under OneVision.”
New global partners signed since 2023 include Platinum Partners Saudi Arabia's Public Investment Fund and Lexus, Yokohama as the ATP Tour’s first official tire partner, Haier, Waterdrop, LONGi Solar, Sense Arena, OFX and Fitline.
During this same period the ATP Tour renewed longtime partnerships with Infosys, Lacoste and Dunlop, along with Asti Docg.
They join global brands including the ATP Tour’s Premier Partner Emirates Airline, along with Nitto, Rolex, Nilox and Sense Arena.
ATP Record Sponsorships, Revenue Growth In ’24
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