Case Study: ATP Tour

The PR and Marketing teams at ATP Tour use Releasd to share their work with Executives, the Commercial division, sponsors, tournaments and the world's top 200 tennis players.

Business Summary

The ATP is the governing body of the men's professional tennis circuits - the ATP World Tour, the ATP Challenger Tour and the ATP Champions Tour. With 63 tournaments in 31 countries, the ATP World Tour showcases the finest male athletes competing in the world’s most exciting venues.

  • Website: http://www.atpworldtour.com/
  • Industries: Sport, Trade Body, Membership Organisation, Nonprofit, Entertainment
  • Founded: 1972
  • Staff: 500+
  • Interviewee: Nicola Arzani
  • Position: Senior Vice President PR & Marketing
It was great to have one platform that connects live social media, graphics, videos, key stats. It was really good to be able to package a lot of different types of content together, beyond just coverage.
Nicola Arzani, Senior Vice President PR & Marketing

Hi Nicola. What do you do?

Our job as the PR and Marketing department is to promote the sport of tennis. I have seven people in my team and we're the connection between the media and the players.


Why is stakeholder engagement important to your team?

Simple. We need to show the value of our team to the people we work for.


Who are your stakeholders?

I report directly to our Executive Chairman and President.

We have to share our work with our Commercial department, so they can then share it with potential and current sponsors, and tournaments to show how we’re promoting the sport.

We also have to demonstrate how we’re promoting the players. For example, we have ATP University, which is a three day course for the world’s top 200 players where we show them how we help.


How were you engaging them before Releasd?

We were sharing PR highlights via PDF, scattered emails and twentieth century PowerPoint presentations. It involved endless clicking and clicking and clicking.

We had to collate so much information; it was all over the place. It was a real waste of time and we were always scrambling to put something together at the last minute.

Overall, it was hard to show that PR worked, and how successful we were as a team.


Why did you adopt Releasd?

I thought it was a great product. I just said 'This is what we’ve been looking for'.

You know, visuals always work. Whatever you’re looking to showcase, there are widgets for it. I thought it was great to have one platform that connects live social media, graphics, videos, key stats. It was really good to be able to package a lot of different types of content together, beyond just coverage.

Why is stakeholder engagement important?
Simple. We need to show the value of our team to the people we work for.

What impact has Releasd had?

Now any tournament, sponsor or player can see everything in one place and gain a better overall understanding of the work that we do. We can showcase our PR activity throughout the season in a visually attractive way. It really portrays what we're doing and what we're accomplishing.

It has also simplified and streamlined our workflow. It's an efficient product. It's so easy to update on a daily and weekly basis and we can immediately share it with everyone.

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