DUNLOP SPORT
Activate Dunlop’s ‘No.1 Ball On Tour’ rights with a bold, integrated digital strategy
OVERVIEW
Dunlop Sport, an iconic British tennis brand since 1924, is steeped in heritage and global impact. As the Official Ball Partner of the ATP Tour, Dunlop sponsors both the Nitto ATP Finals in Milan—featuring the top eight players of the season—and the Intesa Sanpaolo Next Gen ATP Finals in Turin, spotlighting the world’s best under-21 talents.
Our mission? Activate Dunlop’s ‘No.1 Ball On Tour’ rights with a bold, integrated digital strategy that boosted brand visibility, engaged tennis fans, and drove sales during these flagship events.
OBJECTIVES
Platforms & Channels
Focused on Meta to target cost-efficient European markets.
Leveraged platform-specific tools to amplify awareness.
Creative Messaging
Sharp, snappy copy using core brand terms to drive engagement.
Media Spend
Phased strategically across November to maximize ROI and avoid ad fatigue.
STRATEGY & EXECUTION
In the lead-up to both events, our team partnered closely with Dunlop’s Italian arm to develop and deliver a two-week, high-impact digital activation on the ground in Milan and Turin.
We turned up the volume with:
Daily content for Dunlop’s in-venue digital fan wall.
Reworked video assets to keep content fresh and on-brand.
Social-first storytelling across platforms, featuring the custom hashtag #DunlopOnTour.
Real-time content drops capturing energy and action on-site.
We managed Dunlop’s entire social presence during both ATP events—publishing reels, branded visuals, and short-form videos to spotlight players, fans, and products.
KEY COMPONENTS
Influencer Partnerships
We handpicked eight of Italy’s biggest tennis influencers to attend both events, offering match tickets and VIP access. Their job? Flood social feeds with Dunlop-branded content featuring our hashtag.
Experiential Moments
We ran an exclusive off-site coaching clinic at a premium Milanese tennis club, hosted by a Dunlop brand ambassador and ATP pro. The event doubled as a photoshoot, showcasing the latest gear from Dunlop’s clothing and racquet lines.
Star Power
We brought in legendary coach Patrick Mouratoglou for a live Q&A on-site, further boosting fan engagement and event prestige.
Paid Social
All content was turbocharged with a tightly targeted paid campaign, reaching tennis fans across Meta, Twitter, and TikTok with maximum efficiency.
RESULTS & IMPACT
Engagement
2.5M social impressions across all channels
9.4M total video views
4.5M engagements (likes, comments, shares)
Content Performance
Hero Video: 5.4M views at just £0.001 CPV
Product Videos: 990K views at £0.001 CPV
Influencer Content: 1.6M views at £0.001 CPV
Paid Media
8M 3-second video views
£0.001 CPV across the board
Dunlop’s presence at the ATP Finals wasn’t just seen—it was felt. This activation proved how powerful smart, social-first strategies can be when anchored in great content, authentic partnerships, and a whole lot of energy.
