Case Studies

International Tennis Federation

I oversee the brand development and marketing for Tennis play and Stay which is a global grass roots tennis initiative. I have been working with the ITF since June 2006. See

My brief was to develop a brand and marketing plan for Tennis Play and Stay, a global participation campaign. We started with the plan, created a brand with the help of a design agency and by February 2007 launched to selected nations along with all the tools they needed to market Tennis Play and Stay in their local market.

Today, we have over 200 nations signed up to Tennis play and Stay. Smaller courts, shorter rackets, softer balls have become the accepted norm for juniors in many nations.

The epitome of the success of the Play and Stay programme can be seen in the recent Rule change stating that all competition for 10 and Unders must be played with a red, orange or green ball.