Tennis Australia has appointed BMF as its lead creative and strategic agency of record, following a competitive pitch process.

BMF will 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.

BMF will continue to build on the success of events across the summer to promote tennis in Australia as one of the top participated sports.

Steve McArdle, BMF chief executive officer, stated, “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,” added Tennis Australia’s chief commercial officer, Cedric Cornelis.

“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.”