ATP Outlines Bold New Initiatives for 2007 Wednesday, August 30, 2006
Minimum prize money on ATP circuit to increase 10 percent next season
Sunday starts, round-robin format to be introduced at ATP tournaments
Best-of-3 sets at ATP events to benefit player health, TV fans and broadcasters
Multi-million dollar marketing fund established to promote tour and players
The ATP, governing body of the men’s professional tennis circuit, announced today on the eve of the US Open that in 2007 it will increase prize money, establish a multi-million marketing fund and introduce significant changes to the way the sport is played on its circuit.
In a plan designed to build on the success of this tennis season, the changes reflect the ATP’s desire to enhance both player and fan experience at tournaments. ATP Executive Chairman and President Etienne de Villiers outlined the program this past weekend to all ATP players and tournaments.
View the 2007 ATP Calendar"We plan to transform men’s professional tennis into an integrated entertainment business based on what makes sense to fans, players, tournaments and media," said de Villiers. "We are going to actively create more stars, enhance the entertainment element of tournaments and place a much greater emphasis on marketing and promotion. The ATP wants to change the game not because the product is broken but rather because it’s so strong right now that I find it unacceptable we are not maximizing its potential.
ATP Player Council member Ivan Ljubicic supports the ATP's new direction. "I’m pleased to announce these changes as the US Open begins because this tournament and the organization that runs it, the USTA, have demonstrated to the world how creativity and innovative marketing can invigorate tennis and use the sport to entertain fans across the globe."
ATP World No. 3 Ivan Ljubicic, a member of the ATP Player Council, said: "I support the new direction and leadership of the ATP, and I’m glad that they realize that change is overdue. With Etienne’s leadership and vision, I’m confident that we are heading in the right, positive direction for the ATP and tennis."
Start Early, Finish Strong; Round-robin format to come
ATP will introduce a number of enhancements to the 2007 circuit that seek to improve the on-court game for players and spectators alike. Many tournaments will begin not on the traditional Monday but on Sunday, when ATP tournaments will feature singles and doubles matches, pro-ams, charity events and family activities. "You don’t open a movie on a Monday morning, and we shouldn’t start our tournaments then either," said ATP Chief Marketing Officer Phil Anderton, hired by the ATP in March as its first-ever CMO. "We want tournaments to begin in a fun-filled, festival atmosphere, and build interest as events culminate in an exciting final weekend."
The circuit-ending finale, The Tennis Masters Cup, has featured a weekend opening for the past few years; two of the ATP’s most popular tournaments - the ATP Masters Series tournaments in Indian Wells and Miami - feature early weekend play; and this year Roland Garros became the first Grand Slam event to begin on a Sunday. ATP tournaments will phase in Sunday Starts next year, with 8-day events mandatory by 2009.
Next season, ATP tournaments will introduce a round-robin format at circuit events, with plans to use it more fully the following two seasons. Round robin - where players are placed into groups or pools, and the top player in each group then moves on to the knockout phase of the tournament - has been a staple of the Tennis Masters Cup circuit finale and ARAG ATP World Team Championship but not utilized at any other ATP tournament. The format increases spectators’ chances of seeing their favorite stars, as one loss in a round-robin pool does not automatically eliminate a player, and also improves scheduling for broadcasters and tournament promotion.
"I have said it at our meetings with Etienne, I think this is a great idea," said ATP World No. 2 Rafael Nadal. "Finally we really move forward and we do something really good for our sport. This will be good for our tournaments, for us the players and especially for fans and television since they will be able to have and see their favorite players more than once for sure."
Best-of-5 Sets to be Eliminated
Also in 2007, ATP tournaments with few exceptions will feature best-of-3-sets matches including finals, a change to ensure player health throughout the season. The shorter length of the match also will benefit broadcasters by offering an entertainment product with a more predictable, reasonable length. The change was implemented because 13 ATP tournaments now feature best-of-5 sets finals.
"Best-of-5 is perfect for the Grand Slams where you have two weeks, which means more days off for the players, and major time slots on broadcasts," said de Villiers. "That’s not the case with the circuit events, where you play from week to week and recovery time is needed. Certainly, we have all enjoyed watching ATP tournaments that have featured some fabulous five-set matches, but at what cost? Subsequent tournaments suffer due to late withdrawals of marquee players, and players need time to recover."
"The players strongly support the move away from best-of-5-sets finals at ATP tournaments," said James Blake, ATP World No. 5 and a member of the ATP Player Council. "This is one step toward ensuring that the last two players standing at any given tournament aren’t sidelined the next week or even longer."
Prize Money, Marketing Focus Both on the Rise
Next season, the ATP will implement its first across-the-board prize money increase since 2000. All International Series tournaments currently at the minimum prize money level will pay 10 percent more in 2007. In addition, all other ATP tournaments will fund a marketing program designed to support initiatives such as the Sunday festival days at tournaments and enhanced player promotion.
"Going from a minimal marketing budget to several millions will not only provide benefits to players, tournaments and fans but also ensures that the ATP takes advantage of the ‘following wind’ that we currently enjoy," said Anderton. "We have great stars but we need more of them known to more people. We have increased interest from sponsors, but we need more new partners like South African Airways who are committed to growing and promoting the sport. I’m excited to work with the ATP team, national governing bodies such as the USTA, players and tournaments to make sure that we come together to maximize the interest in this sport."
Read the full article here.
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