The WTA and ATP have today launched a short film titled ‘Tennis is Life’, reflecting on the coronavirus-hit 2020 season. The collaborative film documents the sport’s tumultuous journey in an unprecedented year and aims to bring to light the contributions of those who helped bring tennis back on its feet.
And while around the world, sports were on a hiatus, it was only because of the efforts of a selected few that we could once again see our favorite legends back on the court.
ATP and WTA continue collaborations-
The film, created by London-based agency MATTA, is comprised of clips from tennis players’ own social media channels documenting their experiences from lockdown to competition. ‘Tennis Is Life’ is voiced by major stars from both Tours, as they read a powerful passage from Andre Agassi’s acclaimed autobiography, ‘Open’, which explores parallels between life’s ups and downs and the game of tennis, through the shared language of both.
Tennis Is Life’ debuts on the heels of other notable collaborations between ATP and WTA this year, including Tennis United, an award-winning digital series launched in April and coinciding with the suspension of both Tours.
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Both organisations’ marketing teams will continue to embody the vision by coming together on joint campaign creatives, as well as through the alignment of tournament category nomenclature from 2021.
Federer’s dilemma and the hope for 2021
While 2020 may not have been the best of tennis seasons, it still saw plenty of action both on and off the court.
While Djokovic and Nadal continued their dominance at the top, the likes of Dominic Thiem and Daniil Medvedev did all in their power to challenge the status quo.
However, Andrey Rublev remains the biggest surprise of 2020 and the Russian youngster ended the year with 6 titles as well as sealing a berth at the year-ending ATP finals.
However, the absence of Swiss maestro Roger Federer meant that the tour will always be poorer when it came to artistry and the touch of genius. And while until now it seemed that Australian Open 2021 would see his return to the court, the recent events suggest otherwise.
The coronavirus restrictions imply that Roger would have to play a very tough tournament, with an uncertain form, without the thrill of those emotions that only the public can give, and all without the family at his side.
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