Mubadala World Tennis Championship Event Report - December 2022

CONGRATULATIONS STEFANOS TSITSIPAS!

2022 MUBADALA WORLD

TENNIS CHAMPIONSHIP WINNER

The 14th edition of Mubadala World Tennis Championship took place between 16 – 18 December 2022 at the International Tennis Centre, Zayed Sports City in Abu Dhabi. Over the three days of the event, Abu Dhabi welcomed eight of the best players in the world to the UAE capital, and they provided fans with unbelievable action on-court, as well as access off it. Once again, the Championship provided fans with an unrivalled experience – from worldclass tennis to player Q&A sessions and everything in between. The Mubadala World Tennis Championship proved why it has become a must-attend event for people from across the globe. For the second year in a row, Ons Jabeur took home the Ladies’ crown, defeating Emma Raducanu in a super-set tie-break. Whilst in the Men’s tournament, Stefanos Tsitsipas took home his first title in Abu Dhabi, triumphing against defending-Champion Andrey Rublev in an enthralling back-and-forth encounter. 3rd place belonged to Casper Ruud, the Norwegian beating then-World No. 1 Carlos Alcaraz in straight sets, whilst Cameron Norrie defeated Borna Coric for 5th place.

As always, it wasn’t just the action on the court that provided memorable moments. Star player clinics, a world-class Tennis Village featuring food trucks, prizes, games, and an unbeatable premier hospitality lounge kept the crowd entertained across the three days.

EVENT DETAILS

Dates: 16-18 December 2022

Official Venue: International Tennis Centre, Zayed Sports City

Official Website: www.mubadalawtc.com

1 FRIDAY, 16 DECEMBER 2022

Event Owner: Flash Entertainment Title Sponsor: Mubadala Investment Company

OFFICIAL SPONSORS

EVENT PARTNERS

MATCH FORMAT

• Ladies’ Exhibition match on Day 1

• Men’s elimination matches, with the top two seeded players given a bye on Day 1

• 5th/6th place and 3rd/4th place matches played on Day 2 and Day 3

• Championship match played on Day 3

LADIES’ PLAYERS

AGE: 28

WORLD RANKING: 2

HEIGHT: 5’ 6” / 167CM

PLAYS: RIGHT-HANDED

BIRTHPLACE: KSAR EL HELLAL, TUNISIA

RESIDENCE: TUNIS, TUNISIA

CAREER TITLES: 2

AGE: 20

WORLD RANKING: 76

HEIGHT: 5’ 7” / 175CM

PLAYS: RIGHT-HANDED, TWO-HANDED BACKHAND

BIRTHPLACE: TORONTO, CANADA

RESIDENCE: BROMLEY, UNITED KINGDOM

CAREER TITLES: 1

MEN’S PLAYERS

CARLOS ALCARAZ ANDREY RUBLEV

AGE: 19

WORLD RANKING: 1

HEIGHT: 6’0 / 183CM

PLAYS: RIGHT-HANDED, TWO-HANDED BACKHAND

BIRTHPLACE: EL PALMAR, SPAIN

RESIDENCE: VILENA, SPAIN

CAREER TITLES: 6

AGE: 25

WORLD RANKING: 8

HEIGHT: 6’ 2” / 188CM

PLAYS: RIGHT-HANDED, TWO-HANDED BACKHAND

BIRTHPLACE: MOSCOW, RUSSIA

RESIDENCE: MOSCOW, RUSSIA

CAREER TITLES: 12

MEN’S PLAYERS CASPER RUUD

AGE: 24

WORLD RANKING: 3

HEIGHT: 6’0 / 183CM

PLAYS: RIGHT-HANDED, TWO-HANDED BACKHAND

BIRTHPLACE: OSLO, NORWAY

RESIDENCE: OSLO, NORWAY

CAREER TITLES: 6

STEFANOS TSITSIPAS

AGE: 24

WORLD RANKING: 4

HEIGHT: 6’ 4” / 193CM

PLAYS: RIGHT-HANDED, TWO-HANDED BACKHAND

BIRTHPLACE: ATHENS, GREECE

RESIDENCE: MONTE CARLO, MONACO

CAREER TITLES: 9

BORNA CORIC CAMERON NORRIE

AGE: 26

WORLD RANKING: 26

HEIGHT: 6’ 2” / 188CM

PLAYS: RIGHT-HANDED, TWO-HANDED BACKHAND

BIRTHPLACE: ZAGREB, CROATIA

RESIDENCE: DUBAI, UAE

CAREER TITLES: 3

AGE: 27

WORLD RANKING: 14

HEIGHT: 6’ 2” / 188CM

PLAYS: LEFT-HANDED, TWO-HANDED BACKHAND

BIRTHPLACE: JOHANNESBURG, SOUTH AFRICA

RESIDENCE: LONDON, UNITED KINGDOM

CAREER TITLES: 4

THE TROPHY

The Mubadala World Tennis Championship trophies have always been inspired by the UAE’s values and traditions. The 2022 tournament trophies paid tribute to the UAE’s heritage of falconry by drawing on the similarities between the fastest birds in the world and the world’s best tennis players.

Crafted by Czech design house LASVIT, the Official Trophy Partner of the Championship, the trophies portrayed the motions of a falcon in flight.

LASVIT’s trophy designer Martin Gallo sculpted the contours of the trophies to represent the sequences of wing movements of the falcon flying out vigorously towards the endless sky and the abstract form of an elite player mid-serve.

The 2022 trophies also showcased the legacy of the Mubadala World Tennis Championship, with names of all the winners, since the event’s inception in 2009, etched on the base including Andy Murray, Rafael Nadal, Novak Djokovic, Kevin Anderson, and 2021’s defending champion, Andrey Rublev.

TOURNAMENT APP

Our official Championship App allowed fans to keep up to date with the order of play and event schedule, explore our village map, read our programme and win autographed merchandise from our star players in the interactive games. In addition, fans could purchase tickets to the Championship in-app.

TENNIS VILLAGE

The 2022 edition of the Tennis Village, exclusive to ticket holders, welcomed thousands of visitors each day of the Championship. The Village was packed with a host of entertainment activities, including a live caricaturist, MWTC’s very own art doodle, a giant Score 4, Shoot & Score and many other sponsor activations. Visitors also experienced delectable F&B offerings keeping all taste buds satisfied. However, the highlight of the Village was the daily player Q&A sessions where fans could interact with their favourite players.

1. A bird’s-eye view of the buzzing Tennis Village. 2. All smiles at the cheerful Tennis Village.

1. Guests enjoying the F&B area at the Tennis Village.

2. Adding colour to the Championship at the kids’ booth.

3. Fans purchasing MWTC’s official merchandise at the Wilson booth.

4. A great shot needs full focus.

5. Contestants line up to try their hand at the Sling Shot activation.

6. MWTC: Bringing smiles since 2009.

7. A young tennis fan races against time to win the Speed Challenge.

8. Guests enjoying MWTC’s Premier Hospitality.

MUBADALA PAVILION

Guests once again thronged to our title sponsor’s interactive space, the Mubadala Pavilion, at the 14th edition of the Championship. The 2022 Pavilion was expanded to accommodate more cutting-edge activities such as the Al Jazira Club football activation with its computerised goalkeeper, a golf activation by Abu Dhabi Sports Council and a mini tennis court by ACTIVE Al Maryah Sports & Recreation.

The Mubadala Pavilion enabled several of Mubadala’s asset companies and partners to exhibit and engage with fans. In addition, visitors learned about the companies’ impact on the community through partnerships with the UAE Paralympic Committee, Healthpoint, the Early Childhood Authority and Abu Dhabi Sports Council.

As always, the Mubadala stage remained the focal point of the Pavilion with the Championship’s star players taking to the stage each day for Q&A sessions with fans.

1. A fan attempts to score a goal at the Al Jazira Club football activation.

2. The wheelchair racing simulator activation by the UAE Paralympic Committee captured the interest of many visitors.

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1. In conversation with Casper Ruud at the Mubadala Stage.

2. A guest gets healthcare tips at the Healthpoint booth.

3. Young tennis enthusiasts try out the mini tennis court by ACTIVE Al Maryah Sports & Recreation.

4. Aiming for a hole-in-one at the Abu Dhabi Sports Council golf activation.

5. The Early Childhood Authority helping moms keep their toddlers engaged.

SPONSOR ACTIVATIONS

A huge thank you to the sponsors of the 14th edition of the Mubadala World Tennis Championship. Their engaging activations, which included game booths, health check stations and a children’s activity zone, helped create a truly festive atmosphere for fans at the Tennis Village.

SPONSOR BRANDING

Each year, our partners’ and sponsors’ branding structures at the International Tennis Centre lend striking visual appeal to the MWTC. We take this opportunity to thank all our sponsors who helped make the tournament a success.

SPONSOR BRANDING

SUSTAINABILITY

MWTC and DGrade collaborated once again to collect and repurpose plastic bottles used during the Championship into environment-friendly clothing. In alignment with the UAE’s commitment to achieving NetZero by 2050, Mubadala World Tennis Championship is committed to reducing its carbon footprint and being an environmentally friendly sporting event.

This year again, MWTC collaborated with the UAE-based manufacturer of sustainable clothing, DGrade, to contribute to the nation’s environmental goals. DGrade collected single-use plastic items, such as bottles, at the Championship and facilitate their conversion into yarn to produce clothing. MWTC volunteers and personnel wore shirts made from DGrade’s Greenspun® yarn which consumes 50 per cent less energy, 20 per cent less water, and emits 55 per cent fewer carbon emissions compared to typical polyester yarn manufacture.

MUBADALA COMMUNITY CUP

Over 3,300 participants from across the UAE have participated in tournaments at the Mubadala Community Cup (MCC) presented by Healthpoint, since its inception. This number reaffirms the MCC’s position as the region’s largest and most popular amateur tennis competition.

The MCC was established to nurture grassroots tennis in the country. Four hundred players signing up for the 2022 edition are a testament to the growing appetite for the sport in the UAE and the competition’s continuing success.

Three local tennis academies provided 20 professional coaches to oversee the various tournaments for 10’s & Under, 12’s & Under, 14’s & Under, and Adults.

TENNIS CLINICS

The star player clinics are another highlight of the tournament. This unique experience gives tennis amateurs an incredible opportunity to receive coaching from some of the world’s top-seeded players. Participants are selected from the winners and runners-up of the Mubadala Community Cup (MCC). In addition, some participants are picked through a lucky dip conducted for MCC contestants.

The 2022 clinics, operated by Tennis Three Sixty and Zayed Sports City Academy, featured Emma Raducanu, Ons Jabeur, Casper Ruud, Andrey Rublev, Cameron Norrie, Stefanos Tsitsipas and Borna Coric.

VOLUNTEERS, BALL KIDS AND KIDDIE REPORTER

Each year the MWTC allows tennis fans to get directly involved with the tournament as volunteers and ball kids. The 14th edition of the Championship also saw the relaunch of the Kiddie Reporter segment.

MWTC 2022 welcomed 127 volunteers, giving them the opportunity to be involved in one of UAE’s world-class sports tournaments. The volunteers supported the Championship in several roles, such as Player Clinics, Team Leaders, Tennis Village Operations, Guest Services, Gate Ushers & Wayfinding and Announcers.

The Championship’s ball kid programme has grown from strength to strength and actively creates a pathway for children to experience professional tennis. Thirtyseven ball kids were expertly trained by Zayed Sports City Academy across an eightweek programme in 2022.

Our MWTC Kiddie Reporter segment returned in 2022 giving a young tennis enthusiast-cum-aspiring journalist a once-in-a-lifetime opportunity to meet the world’s top-ranked tennis stars, attend post-match press conferences and report live from MWTC.

A huge thanks once again to everyone who played an integral part in the tournament’s success!

PREMIER HOSPITALITY

Mubadala World Tennis Championship’s premier hospitality packages offered guests exclusive interactions and Q&A sessions with their favourite stars. Overlooking the Zayed Tennis Stadium’s practice and clinic courts, the Premier Hospitality area provided guests with a exclusive setting where they could enjoy gourmet meals, a wide range of drinks and impeccable service.

COCKTAIL RECEPTION

Our exclusive Cocktail Reception was hosted at the Hilton Abu Dhabi Yas Island, the Official Hotel Partner of the Championship. The invitation-only event gave key stakeholders the opportunity to have one-on-one conversations with the star players and take pictures with them too.

OUT OF HOME MARKETING CAMPAIGN

177K daily reach

125 presenter mentions

1.4M+

impressions & 1926 click-throughs across 56 days of online ads

247.8M

people reached through 30 TV commercials across CNN’s EMEA feed

impressions on CNN EMEA

1.7M+ social impressions

2.9M+

2 giveaways on Dubai Eye and Dubai 92

450+

Extensive marketing support by Virgin Megastores

500+

151 screens in Yas Mall, Abu Dhabi Malls and World Trade Centre Abu Dhabi plays on elevator screens across the UAE

spots across Yas Mall cinema

Exposure across Hilton, Active Al Maryah, British Mums, ZSC Bowling, QiDZ, Expat Woman, Lovin Abu Dhabi, Etihad Park, Filipino Times, The Club, Rihan Heights, Virgin Megastore, Ticketmaster, The Sportsmans Arms, Yalla Abu Dhabi and other event staekholders!

DIGITAL

The Championship’s extensive digital media campaign delivered impressive results as always. With an incredibly high click-through rate and low cost per acquisition, it successfully drove local, regional and international fans to the Championship. Our digital media campaign, not including any media buying through other channels, delivered over 21 million impressions and reached over 6 million people across Instagram, Facebook, Twitter, TikTok, Google Search, YouTube and display and discovery ads on various websites.

Best performing content - Instagram

SOCIAL MEDIA

We curated our digital media campaign to recapture existing fans’ attention and engage a new tennis-loving audience, guaranteeing the Mubadala World Tennis Championship top social spot on the global tennis calendar and as one of Abu Dhabi’s favourite sporting events. In 2022, one of our most popular campaigns was the Ons-stoppable social campaign.

All our channels became essential components for fans, players, and partners through their real-time and made-for-social content. As a result, they delivered over 9.5 million impressions, an engagement rate of 3.2 per cent (well above the sporting industry average) and nearly 4,000 new followers.

On-ground and pre-event, we created a fan-first experience across each channel.

21.2K Reach

3,632 Likes

9 Comments

26 Shares

19.5K Reach

3,263 Likes

20 Comments

129 Shares

PR CAMPAIGN

Our PR campaign for the 14th edition of the MWTC ran for four months yielding 26 editorials and 30 interviews. We achieved a total circulation of 21,891,048,622 via 4,458 pieces of coverage. The 2022 campaign delivered over US$200 million in ad value and US$600 million in PR value, marking an increase of 38 per cent from 2021.

Khaleej Times

The National

alittihadsport - Twitter

Khaleej Times

Al Bayan

The National

ESPNtennis - Twitter

MEDIA DAYS

In 2022, the FIFA World Cup was hosted for the first time in the Middle East. With football fever gripping the region, we combined the two well-loved sports in a fun yet fiercely competitive crossbar challenge in Abu Dhabi, where our star players traded forehands for free kicks.

Casper Ruud, Stefanos Tsitsipas, Cameron Norrie, Andrey Rublev, Borna Coric, Ons Jabeur, and Emma Raducanu took on the challenge on the track at Abu Dhabi’s Yas Marina Circuit. The players were each given five chances to hit the crossbar of the football goalpost, placed 20 metres away, with a tennis ball using only their racquets. We then challenged them to switch sports by trying to strike a football against the crossbar. After a few near-misses, surprise strikes, and debatable decisions, Borna Coric emerged victorious after hitting the crossbar twice with a tennis ball. Stefanos Tsitispas was the only player who hit the target with a football.

To add another football spin to proceedings, footballers Ali Almeamary and Abdulla Fadaq from UAE Pro League’s Al Jazira Club joined the fun.

TV DISTRIBUTION

KEY PERFORMANCE

SPECTATOR RESEARCH

91% of attendees are very likely to attend the event again

88% stated the MWTC made them proud to live in Abu Dhabi

96% of attendees believe it is important to have major events like the MWTC in Abu Dhabi

78% believe Mubadala creates a positive change in the UAE community

FAN DEMOGRAPHICS

ATTENDEE GENDER ATTENDEE AGE

TESTIMONIALS

It’s been another incredible year of collaboration and commitment from our partners, players and fans, which underlines why the Mubadala World Tennis Championship is one of the of the region’s most anticipated events on both the UAE and regional sporting calendars. With one of the strongest fields in the event’s 14-year history we’ve been treated to three days of amazing tennis action, in addition to exciting entertainment off court, further cementing Abu Dhabi’s ability to host major events.”

John Lickrish CEO, Flash Entertainment

I’m delighted to have witnessed another successful Mubadala World Tennis Championship. The 14th edition of the event saw global tennis stars come to Abu Dhabi for the highly anticipated event, inspiring the community to pursue a healthy lifestyle in line with our mandate to make a positive impact. Thank you to our partners and stakeholders for helping bring this event, one of the world’s most important platforms for the sports sector, to life in Abu Dhabi.”

H.E. Homaid Al Shimmari Deputy Group CEO and Chief Corporate & Human Capital Officer, Mubadala Investment Company

It was great to get three matches in here this week and search for some big preparation for the coming season…What we as players are trying to do is unite people, bring them together through tennis. I’m really happy to be playing in the Middle East; I’ve said before we should be playing more tennis events here. It’s the perfect location and can host big events.”

Stefanos Tsitsipas

There were a lot of Arab people out there supporting me and that was great, it was so much fun. This is my second year coming here, I really enjoy playing on this court. I’m ready to come back next year.”

Ons Jabeur

It was a great tournament and I’m always happy to be here. It’s been a pleasure to be back in Abu Dhabi.”

Andrey Rublev

I’ve had an amazing experience, really enjoyed playing on this court in a great environment. So impressed.”

Emma Raducanu

PREVIOUS CHAMPIONS

EDITION 7

EDITION 10

KEVIN ANDERSON

EDITION 13

ANDREY RUBLEV

EDITION 8

RAFAEL NADAL

EDITION 11

NOVAK DJOKOVIC

EDITION 14

STEFANOS

TSITSIPAS

EDITION 9

RAFAEL NADAL

EDITION 12

RAFAEL NADAL