dunlop logo

Dunlop Sport

WePlay partners with Dunlop Sport to activate their No.1 Ball On Tour sponsorship with the ATP Tour at the Intesa Sanpaolo Next Gen ATP Finals and the Nitto ATP Finals.

patrick mouratoglou
dunlop logo

Dunlop Sport

WePlay partners with Dunlop Sport to activate their No.1 Ball On Tour sponsorship with the ATP Tour at the Intesa Sanpaolo Next Gen ATP Finals and the Nitto ATP Finals.

Dunlop Sport, established in 1910, is one of the UK’s most iconic British racquet sport apparel brands. It is the Official Ball of the ATP Tour, whose events include the Intesa Sanpaolo Next Gen ATP Finals, the annual year-end men’s ATP exhibition tennis finals for the best eight 21-and-under players of the ATP season, in addition to the Nitto ATP Finals, a round-robin format featuring the best eight ATP players from the season.

As the lead digital comms agency for the brand activation, WePlay managed on digital and influencer strategies alongside creative and content supported by an onsite activation, as well as planning, operations and logistics to deliver a digital fan wall on the Dunlop Sports stand at both back-to-back ATP Finals events in Italy.

Working closely with Dunlop’s Italian team, we delivered a two-week onsite digital brand activation. Our objectives included creating and managing daily content for Dunlop’s digital fan wall on their stands, engaging with tennis fans and consumers through social media, growing Dunlop’s social media channels and creating and sharing daily content through partnerships with leading Italian influencers.

On the Dunlop stand at each event, we managed a Digital Fan Wall, publishing social media and branded content using our own trackable ‘#DunlopOnTour’.

Across both events we hosted eight of Italy’s most popular tennis influencers, providing them with tickets to matches and VIP hospitality so that they could share Dunlop branded content across their social media audiences, featuring our hashtag.

Our influencer activation included delivering an off-site coaching clinic at Milan’s top private member’s tennis club, led by a Dunlop brand ambassador and current professional ATP tour player.

Throughout both ATP finals, we took charge of the community management for Dunlop Sports’ social media channels, creating reels, photos and other short-form content on the ground to capture the amazing atmosphere at both events.

Our branded video content was boosted online through a targeted paid social media campaign through the duration of both events, increasing audience reach and enabling channel growth and fan engagement.

The entire campaign delivered:

2.5m

social impressions across Meta, Twitter & TikTok during two week period

9.4m

video views of influencer and brand content

45k

engagements including likes, comments, shares