Fri, Oct 26, 2007 - Page 23 News List

Campaign hopes to bring tennis closer

AP , LONDON

The men's professional tennis tour is hoping to make fans feel closer to the game with a new advertising campaign.

The ATP's multimillion dollar "Feel It" campaign, which will launch next week at the Paris Masters, will "showcase the sport's core values as a one-on-one gladiatorial battle, full of intensity and passion."

"Anyone who has sat a few yards away when a player like Andy Roddick or Roger Federer serves a tennis ball knows there are few sports that can rival men's tennis for sheer excitement, intensity and power," ATP chief marketing officer Phil Anderton said on Wednesday in a statement.

Federer, Roddick, Rafael Nadal, Novak Djokovic and Andy Murray are some of the players that will take part in the campaign, the ATP said.

Federer, a 12-time Grand Slam champion and the top-ranked player in the world, will be featured in posters and billboards along with former tennis greats.

"I like the legends aspect with all the other great players on my photo," Federer said. "It makes me proud as I'm not only playing against the current players but also against history."

The 17th-ranked Murray said the move was good because many fans don't realize the intensity of the players.

"This kind of campaign can really show that to the fans," said Murray, who also seemed pleased with his photo. "I like the flames coming out of my racket."

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