MUBADALA WORLD TENNIS CHAMPIONSHIP
EVENT REPORT 27-29 DECEMBER 2018
MUBADALAWTC.COM
CONGRATULATIONS
NOVAK DJOKOVIC! 4-TIME MUBADALA WORLD TENNIS CHAMPION
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INSIDE... 4
Event Review
22
Kids’ Day
40
TV Distribution
6
Timeline
24
Sponsor Activations
42
Marketing Campaign
8
Event Details
26
Tennis Clinics
44
Social Media
9
Results
28
Event Programme
46
Influencers
10
Ladies’ Players
30
On-Court Entertainment
48
PR Campaign
12
Men’s Players
32
Premier Hospitality
50
Previous Champions
14
New for 2018
33
Cocktail Reception
52
Testimonials
16
Media Days
34
Ball Kids & Volunteers
54
Mubadala Community Cup
18
Tennis Village
36
Sponsor Branding
20
Mubadala Interactive Zone
38
Spectator Research
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EVENT REVIEW Recognised as the beginning of the global tennis season, the 2018 Mubadala World Tennis Championship attracted the best line-up of players the event had ever seen, making the 11th edition of the tournament one of the most exciting in the history of the Championship. Not only has the event helped to place Abu Dhabi on the map as the sporting capital of the region, but organisers FLASH Entertainment also witnessed the number of sponsors double in 2018, showcasing just how important the tournament has become to the UAE. Continuing its popular format of six male players and two female players, the latter of which was introduced in 2017, participating stars included Novak Djokovic (World No.1), Rafael Nadal (2), Kevin Anderson (6), Dominic Thiem (8), Karen Khachanov (11) and Hyeon Chung (25), as well as seven-time Grand Slam winner Venus Williams, who faced her sister and 23-time Grand Slam Champion Serena Williams in the ladies match. The action didn’t just take place on the court. During the three-day duration of the tournament, visitors also enjoyed a myriad of action and entertainment in the Tennis Village – and the move to make the tournament more family-friendly clearly contributed to the success of the event. The entertainment was wide and varied, ranging from coaching clinics
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hosted by star players to Q&A sessions with the UAE’s top female athletes from the Fatima Bint Mubarak Ladies Sports Academy (FBMA), as well as with tennis superstars Karen Khachanov and Venus Williams, hosted by the tennis legend Pat Cash. A live-cooking session with Kevin Anderson proved particularly popular, as did performances by FAFA (winner of the Emerging Talent Competition) and Bait Al Oud from Abu Dhabi Classics. Premier Hospitality guests were once again treated to an unforgettable experience of first class catering and exclusive player interactions. The hospitality lounge played host to intimate player Q&As and photo sessions, and premier seats provided guests with the ultimate court-side viewing experience during matches. Not only was 2018 a remarkable year for the Mubadala World Tennis Championship, it was also a fantastic year for the Mubadala Community Cup (MCC) presented by Cleveland Clinic Abu Dhabi. With over 300 participants, including a new ladies’ category, MCC showcased some amazing talent with great potential to become future tennis superstars. Part of Mubadala and FLASH Entertainment’s objectives is to encourage young people to get into sport – and events like MWTC help to encourage a future generation of sporting champions.
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TIMELINE 2008 SEPTEMBER 2008 The Abu Dhabi World Tennis Championship, guided by the belief of the late H.H. Sheikh Zayed bin Sultan Al Nahyan, former President of the UAE, and H.H. Sheikh Khalifa bin Zayed Al Nahyan, President of the UAE, is conceived to enhance the growth of tennis in the country and create a world-class tennis event in Abu Dhabi.
9 NOVEMBER 2008 FLASH Entertainment, in partnership with Capitala and IMG, announce the creation of a new special event to kick start the 2009 global tennis season – the Capitala World Tennis Championship – officially the first international tennis tournament in the capital.
31 DECEMBER 2011 SEPTEMBER 2009 The mini-tennis initiative ‘Capitala Tennis in Schools’ is launched to boost participation in tennis at a grassroots level.
2009
2 JANUARY 2010 Nadal defeats Soderling in the Championship final and signals the event as great preparation for the Australian Open, Roland Garros, Wimbledon and the rest of his record year.
24 OCTOBER 2010 Mubadala announces their title sponsorship and the event is officially renamed the Mubadala World Tennis Championship.
2011
1 JANUARY 2009
1 JANUARY 2011
The inaugural Capitala World Tennis Championship ball is served at the International Tennis Stadium, Zayed Sports City.
A dream final between Federer and Nadal wows the crowds and sees Nadal win in straight sets, taking the title home for the second consecutive year.
3 JANUARY 2009 Great Britain’s Andy Murray is crowned the inaugural Capitala World Tennis Championship victor in front of a sold-out stadium.
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first time.
2010
NOVEMBER 2008 The Capitala Community Cup commences as the first exciting step in creating a series of unique tennis-themed initiatives to engage the community, with a focus on encouraging UAE youth to play tennis.
World-class tennis at the 2011 MWTC culminates in an incredible final between Djokovic and Ferrer, with Djokovic taking the title for the
2012 29 DECEMBER 2012 Emirati duo Hamad Janahi and Abdulrahman Al Janahi get the once-in-a-lifetime chance to play with Murray and Berdych on centre court. The nail-biting final between Djokovic and Almagro then wows the sold-out stadium with Djokovic coming back from a set down to retain his title.
2013 28 DECEMBER 2013 Final day sees yet another sell-out stadium, as Novak Djokovic clinches his third consecutive MWTC title!
2015
2017 3 JANUARY 2015 Murray lifts the MWTC trophy following the 3rd and 4th play-off after the unfortunate withdrawal of Djokovic due to illness. Luckily, fans didn’t miss out on the tennis action as Almagro and Lopez returned to court for a hilarious exhibition match umpired by Pat Cash.
2016 2 JANUARY 2016 Following three days of the closest matches in MWTC history (a total of 10 hours and 32 minute of on-court action!), Nadal raises the MWTC trophy for the third time, beating Raonic 7-6, 6-3 in a crowd-
24 DECEMBER 2017 MWTC’s first-ever ladies’ match is announced, featuring 23-time Grand Slam Champion Serena Williams and reigning French Open Champion Jelena Ostapenko.
World No.1 Novak Djokovic equals Rafael Nadal’s record of four titles at MWTC with a hard-fought 4-6, 7-5, 7-5 win over World No.6 Kevin Anderson.
30 DECEMBER 2017 Kevin Anderson defeats Roberto Bautista Agut in straight sets 6-4, 7-6 (7-0), to become the 10th MWTC Champion. MWTC’s first-ever ladies’ match takes place with Jelena Ostapenko defeating Serena Williams in a super-set.
2018
thrilling final.
27 DECEMBER 2018
DECEMBER 2016
Famous tennis siblings Serena and Venus Williams meet in Abu Dhabi for
In a Wimbledon final rematch from a few months previous, World No.1 Andy Murray and No.3 Milos Raonic battle it out for third place, with the Brit winning 6-3, 7-6. Rafael Nadal makes the perfect return to the court, winning his fourth MWTC title, defeating David Goffin.
29 DECEMBER 2018
the first time, with Venus winning the match 4-6, 6-3, 10-8, in 1 hr and 26 mins.
28 DECEMBER 2018 Defending champion Kevin Anderson overcomes Rafael Nadal in three tightly fought sets – 4-6, 6-3, 6-4 – to secure his place in the final. World No.1 Novak Djokovic beats Karen Khachanov 6-4, 6-2 in the day’s other semi-final.
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DAY 1
EVENT DETAILS Dates: 27 – 29 December 2018
Event Owner: FLASH Entertainment
Official Venue: International Tennis Centre, Zayed Sports City
THURSDAY, 27 DEC 2018
4:00 PM
MATCH 1
Official Website: www.mubadalawtc.com
Title Sponsor: Mubadala Investment Company
HYEON CHUNG
77 2
1
KEVIN ANDERSON
64 6
6
OFFICIAL SPONSORS
Official Vehicle
Official Sponsor
Official Time-Keeper
Official Sports Drink
Official Water Provider
Official Hotel Partner
Official Ball & Racket Supplier
Official Healthcare Provider
Official Beverage Partner
MEDIA PARTNERS
MATCH 2 DOMINIC THIEM KAREN KHACHANOV
6:00 PM 6
3
3
77 6
EVENT PARTNERS
LADIES’ MATCH PRIZE MONEY
USD $250,000 8 /9
8:00 PM
Match Format: • Elimination series of matches, with the top two seeded players given a bye on Day 1.
VENUS WILLIAMS
4
6 (10)
• Best of 5th/6th place and 3rd/4th place matches played on Day 2 and 3 respectively.
SERENA WILLIAMS
6
3
• The Opening Day includes a ladies’ exhibition match.
8
DAY 2
FRIDAY, 28 DEC 2018
3:00 PM
5TH PLACE MATCH HYEON CHUNG
6
6
DOMINIC THIEM
2
3
DAY 3 EXHIBITION MATCH 5:00 PM
SATURDAY, 29 DEC 2018
CHAMPIONSHIP MATCH 7:00 PM NOVAK DJOKOVIC
4
7
7
KEVIN ANDERSON
6
5
5
5:00 PM
SEMI FINAL 1 RAFAEL NADAL
6
3
4
KEVIN ANDERSON
4
6
6
SEMI FINAL 2
KAREN KHACHANOV
7:00 PM
NOVAK DJOKOVIC
6
6
KAREN KHACHANOV
4
2
6
4 (10)
3
6 (3) DOMINIC THIEM
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LADIES’ PLAYERS
Serena and Venus Williams stole the spotlight on the Opening Day of MWTC 2018 – their first-ever meeting in Abu Dhabi. The packed-out stadium enjoyed a wonderful game of tennis as the sisters clearly showed that they can be fierce rivals on the court. After an exciting match that lasted one hour and 26 minutes, Venus defeated her younger sister Serena 4-6, 6-3, (10-8).
SERENA WILLIAMS AGE: 37 GRAND SLAMS: 23 NATIONALITY: American HEIGHT: 5’9” (175cm) PLAYS: Right-handed CAREER TITLES: 72
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VENUS WILLIAMS AGE: 38 GRAND SLAMS: 7 NATIONALITY: American HEIGHT: 6’1” (185cm) PLAYS: Right-handed CAREER TITLES: 49
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MEN’S PLAYERS
NOVAK DJOKOVIC
RAFAEL NADAL
KEVIN ANDERSON
AGE: 31
AGE: 32
AGE: 32
WORLD RANKING: 1
WORLD RANKING: 2
WORLD RANKING: 6
NATIONALITY: Serbian
NATIONALITY: Spanish
NATIONALITY: South African
HEIGHT: 6’2” (188cm)
HEIGHT: 6’1” (185cm)
HEIGHT: 6’8” (203cm)
WEIGHT: 77kg (170lb)
WEIGHT: 85kg (188lb)
WEIGHT: 94kg (208lb)
PLAYS: Right-handed
PLAYS: Left-handed
PLAYS: Right-handed
BACKHAND: Two-handed
BACKHAND: Two-handed
BACKHAND: Two-handed
CAREER TITLES: 72
CAREER TITLES: 80
CAREER TITLES: 5
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DOMINIC THIEM
KAREN KHACHANOV
HYEON CHUNG
AGE: 25
AGE: 22
WORLD RANKING: 8
WORLD RANKING: 11
WORLD RANKING: 25
NATIONALITY: Austrian
NATIONALITY: Russian
NATIONALITY: South Korean
HEIGHT: 6’1” (185cm)
HEIGHT: 6’6” (201cm)
HEIGHT: 6’2” (189cm)
WEIGHT: 79kg (174lb)
WEIGHT: 87kg (192lb)
WEIGHT: 89kg (196lb)
PLAYS: Right-handed
PLAYS: Right-handed
PLAYS: Right-handed
BACKHAND: One-handed
BACKHAND: Two-handed
BACKHAND: Two-handed
CAREER TITLES: 11
CAREER TITLES: 4
CAREER TITLES: 0
AGE: 22
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Family Festival Integration Live Cooking Display
NEW FOR 2018 Each year, MWTC offers the best experience to new and returning fans. The 11th edition was action packed with a combination of fresh entertainment, along with the tournament’s most-popular activities, for fans of all ages to enjoy. From a thrilling Ladies’ Exhibition Match between famous tennis siblings Serena and Venus Williams, to a Live Cooking show with Kevin Anderson and Pat Cash, and the amazing freestyle tennis tricks performed by Stef Bojic from Serbia, there was plenty of action both on and off the court. The move to make the tournament more familyfriendly, and allowing free entry for children (aged 2 - 12) on Day 1, also contributed to the event’s success.
Venus Williams Q&A with Fatima Bint Mubarak Ladies Sports Academy Athletes
Free Kids’ Freestyle Clinic
Roaming Village MC
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Free Kids’ Zone
Free Entry for Kids on Day 1
Foxtenn Real Bounce
Tennis Freestyle Show & Clinic
Live Musical Performances
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Dominic Thiem, Kevin Anderson, Karen Khachanov and Hyeon Chung were delighted to be gifted locally crafted racket covers during their time in Qasr Al Hosn, Abu Dhabi
The Williams sisters, Novak Djokovic and Rafael Nadal meet on Centre Court
MEDIA DAYS As part of their Mubadala World Tennis Championship 2018 experience, Kevin Anderson, Karen Khachanov, Hyeon Chung and Dominic Thiem enjoyed a taste of Abu Dhabi culture with a tour of the newly renovated Qasr Al Hosn heritage site, a day before the on-court action started at Zayed Sport City. Media also had an opportunity to meet Venus and Serena Williams, Novak Djokovic and Rafael Nadal on the Opening Day, following a photo opportunity on the Centre Court. Famous tennis siblings Serena and Venus also met with top Emirati female athletes from the Fatima Bint Mubarak Ladies Sports Academy – UAE ice hockey player Fatima Alali, UAE figure skater Zahra Lari and UAE basketball player Fatima Alamri.
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The Williams sisters meet athletes from the Fatima Bint Mubarak Ladies Sports Academy Enjoying a taste of Emirati culture
Venus Williams taking part in a lively media session with reporters
PR VALUE OF BOTH MEDIA DAYS
30M IMPRESSIONS
A photo stop at Qasr Al Hosn
Bringing tennis to Qasr Al Hosn
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TENNIS VILLAGE
The 2018 Tennis Village at MWTC was a fun-filled hit loved by visitors of all ages – as well as the players. Bigger and better than ever before, the Tennis Village boasted plenty of entertainment for every member of the family across the three-day tournament. The Williams sisters share their sporting tips with top Emirati female athletes from the Fatima Bint Mubarak Ladies Sports Academy
Heading to the newly constructed Mubadala Interactive Zone Gatorade Top Performance Corner
Venus Williams and Pat Cash chat to the crowds
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Mercedes-Benz EMC display
Karen Khachanov takes a breather from the Star Player Clinics
The Live Cooking Show with Pat Cash and Kevin Anderson, hosted by Saadiyat Rotana, was a hit with fans
Karen Khachanov answers a young tennis fan’s questions
The National Chill Out Zone
Tennis freestyler Stef Bojic
Visitors could select from a variety of F&B choices
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MUBADALA INTERACTIVE ZONE The Mubadala Interactive Zone was again at the heart of the Tennis Village and provided guests with an array of engaging tennis themed activities, as well as playing host to the daily autograph signings with the MWTC players.
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Glow-in-the-dark tennis Spelling it out
Having fun with caricatures
“CHAMPIONS KEEP PLAYING UNTIL THEY GET IT RIGHT” BILLIE JEAN KING
Testing skills
A young fan tries his commentating skills
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KIDS’ DAY
The 2018 MWTC not only invited kids (aged 2 – 12) to enter the event for free on Day 1, it also challenged youngsters to test their co-ordination, fitness and tennis skills across 10 activity stations. Kids’ Day successfully accomplished its goal of educating the younger generations about the importance of leading a healthy lifestyle, while a Q&A session with MWTC star Karen Khachanov, hosted by Pat Cash, gave inquisitive youngsters the unique opportunity to quiz the player on what it takes to become a professional athlete.
Getting into full swing
Fans leave testimonials
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Aiming high
Feeding the tiger (safely)
Learning a few tricks
Fitness fun
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SPONSOR ACTIVATIONS Fun and creative sponsor activations in the Tennis Village allowed visitors to connect with sponsor brands experientially.
Testing eye-to-hand co-ordination with The National
Taste of luxury with Mercedes-Benz
Taking aim with Mubadala
Saadiyat Rotana promotes a healthy diet Wilson merchandise
Keeping the ball bouncing with Highland Spring
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Participants in the Mercedes-Benz Competition Extra flavours at Saadiyat Rotana’s live cooking show
OVER
A ‘hole’ lot of fun with The National
15,000
Relaxing with Saadiyat Rotana
PEOPLE VISITED THE VILLAGE AND ENJOYED THE ACTIVATIONS
Aiming for the Gatorade title
Star turns at the Star FM activation
Making a splash with Highland Spring
Read all about it with What’s On Abu Dhabi
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TENNIS CLINICS
MWTC prides itself on the unrivalled access fans get to the star players, with the tennis clinics a key highlight of this. Across the three days, tennis clinics – free for all to watch – were held with the MWTC star players for winners of the community competitions, UAE Special Olympics tennis players, sponsors and social media competition winners. All clinics were run seamlessly thanks to the support of Tennis Three Sixty and Zayed Sports City Academy.
A young fan impresses Kevin Anderson
Hyeon Chung surrounded by promising future tennis stars
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Karen Khachanov happily signing autographs
Kids learn the importance of stretching properly
Concentration is the name of the game Hyeon Chung teaches youngsters to play for every point
Mums and dads watch the kids in action
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EVENT PROGRAMME The perfect pocket-sized guide, the 2018 Mubadala World Tennis Championship programme was crammed full with everything fans needed to know about the event and its partners – from fun tennis facts to player stats, sponsor activations, site map and much more. It even offered fans the perfect opportunity to collect the players’ autographs.
Dominic Thiem obliges with one of many autographs
Autograph and selfie time
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Hyeon Chung making a fan happy
Novak Djokovic signing autographs
Rafael Nadal signs a sea of MWTC programmes
Rafael Nadal is all smiles with a fan
Kevin Anderson signing his player profile page
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ON-COURT ENTERTAINMENT
Apart from the thrilling tennis action, on-court entertainment offered fans plenty of other engaging activities.
Mercedes-Benz Competition
Selfies
30/ 31
Coin Toss Mercedes-Benz Competition
Bag Carriers Snap-happy fans with Novak Djokovic
Tennis Freestyle Show
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PREMIER HOSPITALITY
Premier Hospitality offered guests an unrivalled MWTC 2018 experience, providing fans with an unforgettable end to the year.
The best court-side seats
Fantastic photo opportunities
Autograph sessions with the players
Intimate Q&As Delicious food and refreshing beverages with table service
TV screens showcasing the live on-court action
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Sharing a joke with Rafael Nadal
COCKTAIL RECEPTION
An exclusive Cocktail Reception was held at the stunning Nasma Beachfront Bar at Saadiyat Rotana, after Day 2 of the Championship. Over 100 invited guests enjoyed the breathtaking sea views and cool vibes at the Abu Dhabi venue as they mingled with the MWTC players.
Hyeon Chung enjoying the relaxed atmosphere
Guests making Karen Khachanov feel welcome Novak Djokovic and Pat Cash entertain guests
Kevin Anderson chatting with guests
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BALL KIDS & VOLUNTEERS
MWTC wouldn’t be as successful without the dedicated volunteers who step into the roles of ushers, drivers, clinic desk coordinators, village attendants, information desk representatives and more. And thanks to the excellent training provided by Zayed Sports City Academy, this year’s Ball Kids ensured play ran smoothly on Centre Court. On behalf of the whole MWTC team, we would like to thank those who dedicated their time and commitment to the event. We are truly grateful for your invaluable contribution.
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NO. OF VOLUNTEERS
+160 Volunteers at your service
MWTC’s team of ball kids ensure play runs smoothly
NO. OF BALL KIDS
+40
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SPONSOR BRANDING
In 2018, MWTC secured double the number of sponsors compared to the previous year – a clear signal of the increasing popularity and importance of the Championship in the UAE and the rest of the world. The Championship is grateful to have such great partners, who play a key part in the overall success of the tournament. MWTC would like to thank all of our sponsors who made the 2018 tournament such a resounding success.
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SPONSOR BENEFITS:
Sponsors benefited from prime position court-side branding
GLOBAL EXPOSURE
TV BROADCAST
NET SPONSORSHIP VALUE
EXTENSIVE VENUE BRANDING
STRONG DIGITAL PLATFORMS
+150 $185.0 M COUNTRIES
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SPECTATORS’ AGE GROUP
SPECTATOR RESEARCH MWTC OCCUPANCY
58%
13,858
OF ATTENDEES ARE MORE ACTIVE AND MORE INTERESTED IN TENNIS SINCE THE HOSTING OF MWTC IN 2009
10,131
12% 33% 35%
16 - 24 years
25 - 34 years
35 - 44 years
GENDER GAP
54%
46%
14% 5%
45 - 54 years
55 - 64 years
2%
65+ years
TOURNAMENT WEBSITE AND OFFICIAL SOCIAL MEDIA ACCOUNTS WERE THE MOST POPULAR WAYS ATTENDEES KEPT UP-TO-DATE WITH THE EVENT
2017
+34% 38/ 39
2018
INCREASE IN ATTENDANCE VS 2017
14%
WEBSITE increase vs 2017
7%
FACEBOOK increase vs 2017
13%
INSTAGRAM increase vs 2017
5%
TWITTER increase vs 2017
HOW ATTENDEES HEARD OF MWTC 2018
44%
INTERNET ADVERTISING
41%
NEWSPAPER/MAGAZINE ADVERTISING
26%
28%
WORD OF MOUTH
17%
OVERALL EXPERIENCE (NET%: GOOD OR VERY GOOD)
75%
OF ATTENDEES WERE UAE RESIDENTS
82%
OF SPECTATORS ARE VERY LIKELY TO RETURN IN 2019
83%
87%
OVERALL EXPERIENCE
TOURNAMENT ORGANISATION
81%
76%
ATTENDEES VISITED THE EVENT WITH
12% MYSELF
63%
1 - 3 PEOPLE
25%
4 - 9 PEOPLE
SPECTATOR VILLAGE EXPERIENCE
F&B QUALITY
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TV DISTRIBUTION
40/ 41
CUMULATIVE AUDIENCE
BROADCAST HOURS
TOTAL TV HOUSEHOLD REACH
GROSS MEDIA VALUE
13.0 M
1,561 HRS
772.7 M
$631.2 M
NET SPONSORSHIP VALUE
SOCIAL MEDIA MENTIONS
NUMBER OF TWITTER MENTIONS
SOCIAL MEDIA VIDEO VIEWS
$185.0 M
11,996
11,002
666,912
KEY PERFORMANCE
AMERICAS
EUROPE
AFRICA & MIDDLE EAST
ASIA PACIFIC
73:15:38
797:01:04 253:18:34 437:19:15
773,954
4,078,416 5,618,025 2,545,383
COVERAGE
VIEWERSHIP
COVERAGE
VIEWERSHIP
COVERAGE
VIEWERSHIP
COVERAGE
VIEWERSHIP
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MARKETING CAMPAIGN One of the strongest and most successful marketing campaigns in the tournament’s history lead to a packed stadium across the three days of the Mubadala World Tennis Championship 2018. The campaign launched on 3 October with the announcement of the first players – Novak Djokovic and Venus Williams – which immediately created many conversations around the Championship. The key goal was to assure that the campaign messaging was engaged across multiple channels specifically targeting the key demographics, and speaking in the language and tone of our audience. The campaign followed a ‘power of fame’ approach, promoting unrivalled access to the world’s best players. Also, recognising the market’s needs beyond the sport, the messaging heavily emphasized family entertainment, the overall weekend experience and the power of the all-star line-up, including signed merchandise giveaways, exclusive meet and greets, tennis clinics with the MWTC players and more.
YAS MALL Yas Mall Advertising
SEEN BY
+1 MILLION 42/ 43
AL KHALIDIYA ROAD Abu Dhabi Advertising
SEEN BY
+800K THE CONTENT STRATEGY:
R I T E
ELEVANT NTERESTING IMELY NTERTAINING
LUXURY MAGAZINE, THE NATIONAL
+65K DISTRIBUTION IN THE UAE
ADNOC PETROL STATIONS, ABU DHABI DIGITAL ADVERTISING
+27M IMPRESSIONS
+20M
VISITS TO ADNOC SERVICE STATIONS
COLLABORATION WITH ABU DHABI CLASSICS
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SOCIAL MEDIA MWTC’s social media platforms witnessed the most significant growths in reach and engagement among key demographics that the tournament has ever seen. Together with media partners and influencers, 2018’s campaign also witnessed proactive player engagement with the tournament’s content. The main goal was to provide unique and original content about the Championship, as well as offer exciting competitions and behind the scene updates before the event. The approach assured to follow top trends at the time and have the most updated and exclusive news. Social media also successfully served as a 24/7 customer service platform. MWTC’s social media provided fans with creative and up-to-date content about the Championship.
Thanks to a collaboration with the players, the channels also had exclusive pre-event coverage of each player preparing for the Championship, as well as special behind-thescenes moments. Media partners gave incredible coverage across their social media channels, including Instagram story takeovers during the Media Days, competitions, featured posts and much more. Influencers’ content also showed significant interest and engagement with key demographics delivering a high engagement rate of 4.71%. Tournament ambassador and favourite tennis legend Pat Cash generated weekly pre-event posts creating great local and international excitement around the Championship.
SOCIAL MEDIA ALSO ENGAGED FANS THROUGH:
QUIZZES
GIVEAWAYS
MEET AND GREETS WITH PLAYERS
COACHING CLINICS
SIGNED MERCHANDISE
#KIFAKNOVAK #YALLARAFA #SALAMSERENA Arabic player hashtags caught on and gave MWTC platforms an identity outside the digital space (used during live match commentary and as cheers for support by fans on court)
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TICKET UPGRADES
AND MORE UNIQUE ACTIVITES
IMPRESSIONS
ENGAGEMENT
+11.2M
+183.3K
+384%
+392%
+33.4K LINK CLICKS
+520K VIDEO VIEWS
2017
2018
2017
2018
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INFLUENCERS
In line with the changing ways in which consumers absorb information, a team of influencers were used as part of the MWTC marketing campaign for the first time. Twenty-five lifestyle and sports influencers engaged with the event content to build awareness of MWTC throughout the UAE and encourage followers to attend the tournament.
+2.9M REACH
@sambysabrina
46/ 47
@saranavarrof
4.71%
ENGAGEMENT RATE
POST SPOTLIGHT
HOW MWTC STACKED UP AGAINST SPONSORED POST? MWTC posts performed
523%
above the Facebook sponsored post benchmark (0.9%)
4.71%
288 COMMENTS TOP 3 INFLUENCERS
@saranavarrof
8.05%
@damiendemolder
7.88%
You look like a
@sambysabrina
5.42%
Champion Sounds so amazing!!
Amazing! I can only imagine how cool it will be to see the players in action. Have a great time !
@marinasteinborn
@packmoreintolife
0.9%
Nadaaaal
Oh I love Tennis @alinak.official Oh how fun! So nice that kids get in free the first day!! @travel_tribe_guides
@andra_contiu I love thats kids are free. Looks like you have quite a pro on your hands here @travelynnfamily
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M U BA DA L A WO R L D T E N N I S C H A M P I 0 N S H I P 2 0 1 8
PR CAMPAIGN
The PR campaign produced a significant increase in coverage, delivering over USD $10M in PR value, generating a 47% growth compared to 2017. The campaign achieved a successful reach both nationally and internationally, with MWTC 2018 featuring in leading media outlets such as Bloomberg, CNN, BBC, The Daily Mail, Fox Sports and ESPN. The main goal was to use tactical messaging when reaching key demographics. It was important to speak their language when entering various channels with different audience needs. The campaign successfully built a connection with locals by focusing on the community and what matters to them. The messaging strongly positioned the Championship as a familyfriendly must-attend event. In addition, creative concepts were developed to build out the sport’s credentials, capturing sports enthusiasts and more. The Championship players and ambassador Pat Cash, proactively participated in pre-event interviews, giving national media an opportunity to write exclusive features for their readers in the GCC. The event saw 152 accredited international and local media attend during the tournament, demonstrating the importance of the event in the global tennis and lifestyle calendars.
ENGLISH MEDIA: Arabian Business
605
Total no. of Print Clips
195
Total no. of Online Clips
391
ARABIC
ONLINE MEDIA: Yalla Abu Dhabi
INTERNATIONAL MEDIA: Tennis World USA
INTERNATIONAL MEDIA: Channel News Asia
LIFESTYLE VS. SPORTS SPORTS
ENGLISH
Total no. of Clips
483
LIFESTYLE
484
19
Total Ad Value of Clips ($)
3,469,037
Total PR Value of Clips ($)
10,400,304
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INTERNATIONAL MEDIA: Fox Sports Asia
ARABIC MEDIA: Al Khaleej
ENGLISH VS. ARABIC
CAMPAIGN IN NUMBERS
Total no. of Social Media Clips
ENGLISH MEDIA: Abu Dhabi World
122
121
+10M PR VALUE
ARABIC MEDIA: Al Bayan ENGLISH MEDIA: The National
152
ACCREDITED MEDIA LIFESTYLE MEDIA: Hello
LIFESTYLE MEDIA: What’s On Abu Dhabi
25
ONLINE MEDIA: Zawya
INTERVIEWS 150% increase compared to 2017
ARABIC MEDIA: Al Ittihad
LIFESTYLE MEDIA: Jumeirah Magazine
ARABIC MEDIA: Al Khaleej
ENGLISH MEDIA: Gulf News
+6.3BN IMPRESSIONS
ONLINE MEDIA: Shortlist Abu Dhabi M U BA DA L A WO R L D T E N N I S C H A M P I 0 N S H I P 2 0 1 8
PREVIOUS CHAMPIONS EDITION 1
EDITION 3
ANDY MURRAY
RAFAEL NADAL
EDITION 2
EDITION 4
RAFAEL NADAL
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NOVAK DJOKOVIC
EDITION 5
NOVAK DJOKOVIC
EDITION 6
NOVAK DJOKOVIC
EDITION 7
ANDY MURRAY
EDITION 10
KEVIN ANDERSON
EDITION 11
NOVAK DJOKOVIC
EDITION 8
RAFAEL NADAL
EDITION 9
RAFAEL NADAL
M U BA DA L A WO R L D T E N N I S C H A M P I 0 N S H I P 2 0 1 8
TESTIMONIALS
We set out to make the 11th edition of the Mubadala World Tennis Championships our best to date. We’ve been inundated with positive feedback from fans and are already planning the 2019 edition.”
JOHN LICKRISH, CEO FLASH ENTERTAINMENT 52/ 53
Abu Dhabi is one of my favourite places to play – the climate, atmosphere and enthusiasm from the crowds at the Mubadala World Tennis Championship provides the perfect start to the new season. The tournament brings together players at the top of their game; we all relish playing in these extremely competitive matches.”
RAFAEL NADAL
In the first match of the season you just hope it goes well, and I really enjoyed playing in Abu Dhabi.”
VENUS WILLIAMS
It feels good to be back out there, like old times! We both did well and I’m really happy. I enjoyed it more this year – if that’s even possible.”
SERENA WILLIAMS
The energy from the crowd makes it a great place to play.”
KAREN KHACHANOV
I am absolutely thrilled to be coming to Abu Dhabi and to play against some of the biggest players in the world.”
HYEON CHUNG
I especially enjoyed being involved with the kids’ clinics last year, which was such a great feeling.”
DOMINIC THIEM
The Mubadala World Tennis Championship is the perfect start to the tennis season.”
KEVIN ANDERSON
I was very pleased with how I played today and this tournament is a great lead up to the new season.”
NOVAK DJOKOVIC
M U BA DA L A WO R L D T E N N I S C H A M P I 0 N S H I P 2 0 1 8
MUBADALA COMMUNITY CUP
The 11th edition of the Mubadala Community Cup (MCC), presented by Cleveland Clinic Abu Dhabi, showcased some of the best upcoming talent in various categories, including the newlyannounced ladies’ category. With over 300 participants, the MCC was a display of exciting tennis, and the various winners across the categories not only showcased their raw talent but also their potential to become future tennis superstars. The Cup plays an important role in identifying the future tennis talents in the region. By hosting this tournament, we were able to find young players who show not just great skills but also impressive sportsmanship. It is through activities like this that we hope to motivate younger fans to pick up their rackets and become the driving force of the next generation of tennis stars.
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M U BA DA L A WO R L D T E N N I S C H A M P I 0 N S H I P 2 0 1 8
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THANK YOU!
A special thank you to our sponsors on behalf of Mubadala World Tennis Championship and FLASH Entertainment.
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#MWTC
12
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The 12th edition of the Mubadala World Tennis Championship takes place 19-21 December 2019. See you then.
Mubadala World Tennis Championship
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