Tennis Australia moves creative account to BMF
Tennis Australia has appointed BMF as its new creative and strategic agency of record following a competitive pitch process.
Mumbrella understands the last creative agency formally appointed by the sports organisation was Clemenger BBDO Melbourne in 2019, however, Mumbrella understand the agency was not the incumbent. Tennis Australia has since collaborated with indie firm Sunday Gravy on a campaign to promote the United Cup.
The new partnership will see BMF lead Tennis Australia’s marketing strategy and creative for both key sporting events, the Australian Open and United Cup, as well as drive participation via Tennis Australia’s key products, including Hot Shots, Cardio and beyond.
Steve McArdle, BMF CEO, said: “Tennis is one of the most iconic sports not just across the globe, but particularly in Australia. With a strong presence in both culture and the sporting community, we’re incredibly excited to continue to build tennis participation and connect the brand with audiences both locally and globally.”
“We are delighted to announce our new partnership with BMF and we look forward to working together to further enhance the appeal of tennis which is ingrained into the Australian way of life,” Tennis Australia’s chief commercial officer Cedric Cornelis added.
“Whether it’s picking up a racquet, buying a ticket to an event or engaging with tennis online, we look forward to building even deeper connections to our audiences in ways that are innovative and memorable.”
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