Building A truly global production engine
Location
Content captured in 75+ cities worldwide
Service
Creative Direction
,
Post Production
,
Production
,
Social
,
Pre-Production
,
Graphic Design
,
Commercial
,
ATP Tour
With 60 tournaments across 30 countries each season and a billion fans globally, the ATP requires a truly global creative production solution. Since 2019, Sift has collaborated with the ATP to build a bespoke content production infrastructure fit for the demands of the organization and the wider sport.
Tapping into a global network of producers, camera operators, creators, and underpinned by Sift's remote producers and post team, the unique partnership has facilitated content capture at over 100 tournaments and generated and average of 30 assets per month across digital, social, and broadcast.
The Output
- On-the-ground non-live content capture at all ATP Masters events throughout the season
- Concepted and executed 235 weekly episodes of 'Uncovered' - the ATP Tour's weekly show that broadcast in over 150 countries
- Annual end-to-end social coverage at each of ATP's flagship tournaments - United Cup, Nitto Finals, and Next Gen Finals - spanning promos, athlete content, daily recaps, and editorial features
- Dedicated athlete marketing team creating content for athlete-owned social channels throughout the year
- Concepted and executed 2x18 episode series 'Tennis United' - a weekly digital show co-created with the WTA - generating over 100m impressions globally.
- Off-season shoots creating ongoing athlete editorial throughout the tennis calendar, including 'Origins' - a tennis-first delving into the backstories and personalities of tennis stars by following them in their home environment.
- Bespoke commercial shoots faciliated around the world for all ATP sponsors including Emirates, Yokohama, Waterdrop, Stella Artois and Lexus.
- Full-scale marketing and promotional shoots for social and broadcast.
- Dedicated always-on social editing and content ideation fuelling editorial.
The Results
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