The ATP Tour, the men’s professional tennis circuit, has unveiled a new brand platform driven by a global marketing campaign ahead of the 2025 Australian Open.

With the year’s first major tournament starting on 12th January, ‘It All Adds Up’ aims to emphasise the significance of every point, serve, winner, and drop of sweat that defines the tour.

Developed by creative agency Wieden+Kennedy London, the campaign’s initial phase will feature a series of 30-second videos highlighting four central themes: “different drama,” “fierce feuds,” “struggles & successes,” and “tournament spectacle.”

Launching alongside the year’s first marquee tennis event, the creative will be showcased globally across social media, broadcast, and digital channels, aiming to boost the sport’s popularity.

“ATP Tour athletes deliver breathtaking athleticism and emotionally charged drama week-in and week-out across our spectacular tournaments around the globe,” said Andrew Walker, ATP Tour senior VP of brand and marketing.

“We love how 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.”

Juan Sevilla, creative director at Wieden+Kennedy London, added: “We purposefully set out to develop a different visual language that would help set the ATP Tour apart from the many, many other sports brands that use match footage.

“Our talented production team at WracK brought this to life in a superb way. We’ve developed templates that allow ATP to bring this to life across the rest of their ecosystem, and we’re so excited to see it all come out.”