Mubadala World Tennis Championship Event Report-2019

#MWTC

MUBADALAWTC.COM

MUBADALA WORLD TENNIS CHAMPIONSHIP

EVENT REPORT 19-21 DECEMBER 2019

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19-21 DECEMBER 2019

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CONGRATULATIONS

RAFAEL NADAL! 5-TIME MUBADALA WORLD TENNIS CHAMPION

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INSIDE...

4

Event Review

14

Tennis Village

28

Premier Hospitality

39

Media Day

6

Event Details

16

Mubadala Interactive Zone

30

Cocktail Reception

40 TV Distribution

7

Results

18

Sponsor Activations

32

Sponsor Branding

42

8

Ladies’ Players

20

Kids’ Day

34

Out of Home

44 Testimonials

9

Men’s Players

22

Tennis Clinics

35

Digital

46

Previous Champions

12

Trophy

24

Mubadala Community Cup

36

Social Media

48

Picture Gallery

13

Sustainability

26

Ball Kids & Volunteers

38

PR Campaign

50

Thank You Message

Spectator Research

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EVENT REVIEW Celebrating its 12th edition, Mubadala World Tennis Championship returned to the International Tennis Centre, at Zayed Sports City, Abu Dhabi, from 19 – 21 December 2019 – one week earlier than its usual spot on the calendar.

The strategic switch in dates was designed to enhance the festival atmosphere and spectator experience, and increase international attendance, allowing residents and tourists to enjoy world-class tennis action combined with Abu Dhabi’s distinct blend of hospitality, culture, tolerance and outstanding event organisation.

As always, the Championship provided unrivalled access to players on and off the court. The tournament is not just about spectating – it’s a complete experience for fans and families with ticket holders enjoying autograph signings with the players, Q&As and insights into training sessions.

Furthermore, for the second year in a row, Day 1 was Kids’ Day, with children aged 12 and under admitted free with the purchase of an Adult Ticket, which started at just AED100.

Three-day ticket packages were also available with savings of 20%, while the Premier Hospitality package gave fans courtside seating, access to exclusive Q&A and selfie sessions with star players, a

premium F&B menu with exceptional service and bar access, one premier parking pass and an official event programme!

The 2019 Championship featured three of the world’s Top 10 male players – World No.1 Rafael Nadal, World No.2 Novak Djokovic and World No.6 Stefanos Tsitsipas – alongside Karan Khachanov, Andrey Rublev and Hyeon Chung. The line-up also included two leading female players, five-time Grand Slam champion Maria Sharapova and Ajla Tomljanović.

Off the court, there was more entertainment than ever for spectators, including live music, live-cooking with Stefanos Tsitsipas, Q&As with the Fatima Bint Mubarak Ladies Sports Academy, as well as plenty of fun and exciting activities in the Tennis Village.

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DAY 1

EVENT DETAILS Dates: 19 – 21 December 2019

Official Venue: International Tennis Centre, Zayed Sports City

Event Owner: Flash Entertainment

Official Website: www.mubadalawtc.com

Title Sponsor: Mubadala Investment Company

THURSDAY, 19 DEC 2019

STEPHANOS TSITSIPAS

6

6

ANDREY RUBLEV

3

4

OFFICIAL SPONSORS

Official Vehicle

Official Water Provider

Official Bank

Official Ball & Merchandise Supplier

Official Time-Keeper

Official Healthcare Provider

MEDIA PARTNERS

EVENT PARTNERS

Match Format: • 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 respectively.

• Championship match played on Day 3.

• Day 1 culminated with the ladies’ exhibition match.

Official Beverage Partner

Official Hotel

Official Partner

4:00 PM

MATCH 1

MATCH 2

6:00 PM

KAREN KHACHANOV

7

6

HYEON CHUNG

6

4

4

LADIES’ MATCH

8:00 PM

MARIA SHARAPOVA

6

7

AJLA TOMLJANOVIC

4

5

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DAY 2

FRIDAY, 20 DECEMBER 2019

3:00 PM

5TH PLACE MATCH ANDREY RUBLEV

7

HYEON CHUNG

6

7 5

DAY 3

SATURDAY, 21 DECEMBER 2019

3RD PLACE MATCH 5:00 PM

6

CHAMPIONSHIP MATCH 7:00 PM RAFAEL NADAL

6

STEFANOS TSITSIPAS

7

3

7

7

5

6

3

5:00 PM

SEMI FINAL 1 STEFANOS TSITSIPAS

3

7

6

NOVAK DJOKOVIC

6

6

4

4

SEMI FINAL 2

NOVAK DJOKOVIC

7:00 PM

RAFAEL NADAL

6

6

KAREN KHACHANOV

1

3

7

6

5

3

KAREN KHACHANOV

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LADIES’ PLAYERS MARIA SHARAPOVA AGE: 32 WORLD RANKING: No.131 (Former No.1) HEIGHT: 6’ 2” (188cm) PLAYS: Right-handed BIRTHPLACE: Nyagan, Russia RESIDENCE: Bradenton, FL, USA CAREER TITLES: 36

AJLA TOMLJANOVIC AGE: 26 WORLD RANKING: No.51 HEIGHT: 5’ 11” (180cm) PLAYS: Right-handed BIRTHPLACE: Zagreb, Croatia RESIDENCE: Brisbane, Australia CAREER TITLES: 0 (4 ITF)

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MEN’S PLAYERS RAFAEL NADAL AGE: 33 WORLD RANKING: No.1 HEIGHT: 6’1” (185cm) WEIGHT: 85kg (187lbs) PLAYS: Left-handed BIRTHPLACE: Manacor, Mallorca, Spain RESIDENCE: Manacor, Mallorca, Spain CAREER TITLES: 84

NOVAK DJOKOVIC AGE: 32 WORLD RANKING: No.2 HEIGHT: 6’2” (188cm) WEIGHT: 77kg (170lbs) PLAYS: Right-handed BIRTHPLACE: Belgrade, Serbia RESIDENCE: Monte Carlo, Monaco CAREER TITLES: 77

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MEN’S PLAYERS HYEON CHUNG AGE: 23 WORLD RANKING: No.129 HEIGHT: 6’2” (188cm) WEIGHT: 89kg (196lbs) PLAYS: Right-handed BIRTHPLACE: Suwon, South Korea RESIDENCE: Suwon, South Korea CAREER TITLES: 0 (9 Challengers, 4 Futures

STEFANOS TSITSIPAS AGE: 21 WORLD RANKING: No.6 HEIGHT: 6’4” (193cm) WEIGHT: 85kg (187lbs) PLAYS: Right-handed BIRTHPLACE: Athens, Greece RESIDENCE: Monte Carlo, Monaco CAREER TITLES: 4

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KAREN KHACHANOV AGE: 23 WORLD RANKING: No.17 HEIGHT: 6’6” (201cm) WEIGHT: 87kg (192lbs) PLAYS: Right-handed BIRTHPLACE: Moscow, Russia RESIDENCE: Dubai, UAE CAREER TITLES: 4

ANDREY RUBLEV AGE: 22 WORLD RANKING: No.23 HEIGHT: 6’2” (189cm) WEIGHT: 70kg (154lbs) PLAYS: Right-handed BIRTHPLACE: Moscow, Russia RESIDENCE: Moscow, Russia CAREER TITLES: 2

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THE TROPHY The 2019 trophy was designed by acclaimed Emirati artist, designer and Mubadala employee Ashwaq Abdulla.

The trophy design paid homage to Abu Dhabi’s ‘Volcano Fountain’. Built in the 1980s, the fountain was one of the Emirate’s pre-eminent landmarks at the time and became a symbol of co-existence, unity and tolerance, key values upon which modern Abu Dhabi continues to thrive.

Abu Dhabi’s Volcano Fountain is a symbol of co-existence, unity and tolerance Ashwaq Abdulla is the first Emirati woman to design the Championship trophy

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SUSTAINABILITY With the negative impact single-use plastic has on our planet, the Championship collaborated with DGrade to reduce our imprint on the environment.

DGrade is a recycling initiative that turns plastic into yarn to produce clothing. All of our volunteers wore tops and caps made up of 50% Greenspun™ (a highquality yarn developed by DGrade) woven with 50% cotton.

Working closely with Zayed Sports City, we were able to deploy approximately 100 recycling bins around the venue to collect PET1 plastic (water bottles) across the three days of the tournament. An astounding 8,000 plastic bottles were collected after the event; in other words, that is a whole lot of clothing!

In addition, all PVC branding used throughout the Mubadala Community Cup was collected and recycled into sports bags for our young champions!

Should you wish to play your part, please visit www.dgrade.com to find out more on how to reduce your plastic waste.

Volunteers wore tops and caps made up of 50% Greenspun™

Around 100 recycling bins were placed around the venue

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Tsitsipas demonstrates his cooking skills

Kids on the prowl

Taking aim

Immersed in virtual reality

TENNIS VILLAGE Going from strength-to-strength each year, the Tennis Village is now as lively as the on-court action with plenty to keep fans of all ages engaged. The 2019 off-court experience was no exception with more sponsor activations and live entertainment than ever before!

Freestyling skills

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Catching up over refreshments

High fashion Pedal power

Getting into the swing of things Fun for all ages

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MUBADALA INTERACTIVE ZONE The centre-piece of the Tennis Village, the Mubadala Interactive Zone provided guests with engaging tennis themed activities and played host to daily autograph signing sessions with the MWTC players.

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Nadal makes a young fan’s day

Chung loves that MWTC is a family affair Posing for a caricature

At the centre of the fun

The ball pool is always a winner

Art in motion

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Mercedes’ top spin

SPONSOR ACTIVATIONS The 12th edition saw the most interactive Tennis Village since the tournament began thanks to our creative and innovative partners – take a look for yourself!

Spinning the Rixos wheel of fortune The Deliveroo activation

Chilling with The National

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The National encourages the tennis stars of tomorrow

OVER

Rixos Hotel’s live cooking station

15,000

Abu Dhabi Sports bring the bounce!

PEOPLE VISITED THE VILLAGE AND ENJOYED THE ACTIVATIONS

Wilson merchandise

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KIDS’ DAY Making a comeback on Day 1 of the 2019 Championship, Kids’ Day saw young fans enjoy 10 challenges designed to introduce and promote tennis.

Kids’ Day also witnessed a Q&A with Ajla Tomljanovic, hosted by Pat Cash, during which Tomljanovic told her inspiring story about wanting to become a tennis player.

Youngsters also took this opportunity to quiz the player on various topics followed by some photos and autographs.

Ajla signs autographs for young fans

Youngsters listen to Ajla’s story

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Feeding the tiger

Kids’ Day is always popular

You’re never too young to pick up a racket

Tombola action

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TENNIS CLINICS

Tennis clinics took place across all three days of the event and featured star players Novak Djokovic, Stefanos Tsitsipas, Andrey Rublev, Ajla Tomlanjanovic, Karen Khachanov and Hyeon Chung.

The clinics provided an amazing opportunity for young players from the Mubadala Tennis in Schools programme, winners of community competitions, ball kids and sponsors to play – and learn – from some of the best players in the world.

All clinics were run by Tennis Three Sixty and Zayed Sports City Academy, and everyone who took part had a fantastic time on the court.

A young player impresses Novak Djokovic

The youngsters are all ears listening to Karen Khachanov

Hyeon Chung receives a special welcome on to the court

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Stefanos Tsitsipas discovers that the clinics are exhausting!

Step to it

Andrey Rublev with a future tennis star

Smiles all round Ajla Tomlanjanovic shares some wisdom

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MUBADALA COMMUNITY CUP The Mubadala Community Cup presented

by Cleveland Clinic Abu Dhabi saw over 300 participants showcase their talent in various category tournaments across Abu Dhabi and Dubai.

In 2019, category winners from Abu Dhabi and Dubai starred in a play-off competition during MWTC. The play-off was scored in a Davis Cup team format with Abu Dhabi eventually winning in a super tie-break in the final match!

As well as trophies for the category winners, the winning team from the playoffs received backpacks sustainably made in collaboration with our partner DGrade.

The Mubadala Community Cup presented by Cleveland Clinic Abu Dhabi encourages the stars of tomorrow

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BALL KIDS & VOLUNTEERS Ball kids play an integral role in ensuring MWTC runs smoothly.

A total of 36 ball kids, selected from more than 50 applications, were involved in MWTC 2019, and their rigorous eight-week training programme was led by Zayed Sports City Academy.

More than 150 volunteers, who worked tirelessly for three days across various roles, were also central to the event’s success.

Special thanks is extended to all the ball kids and volunteers for their time and commitment to the event.

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NO. OF VOLUNTEERS

+150 Keeping the stars cool

MWTC’s ball kids and volunteers are central to the event’s success

NO. OF BALL KIDS

36

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PREMIER HOSPITALITY

Premier Hospitality packages offered the ultimate tournament experience, with fans enjoying courtside seating and exclusive access to Q&A and selfie sessions with star players. As part of the package, ticket holders also enjoyed a premium F&B menu, with exceptional service and bar access, one premier parking pass and an official event programme – the perfect way to end 2019!

Selfie session in progress

Fantastic photo opportunities

Getting up close and personal Pat Cash leads the Q&As

Tucking into the delicious food on offer

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Enjoying the relaxed Premier Hospitality atmosphere

Rafael Nadal answers Premier Hospitality guests’ questions The Premier Hospitality package allowed unrivalled access to the players

Learning a few tricks

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Karen Khachanov smiles for the camera

COCKTAIL RECEPTION

Our exclusive Cocktail Reception was hosted by Official Hotel Partner Rixos Premium Saadiyat Island, at their Greek style restaurant and lounge – Mermaid Terrace.

Overlooking the white sandy beaches of Saadiyat Island, guests were able to enjoy the wide array of food and beverages on offer while rubbing shoulders with the star players of 2019.

Hyeon Chung enjoying the conversation

Pat Cash and Rafael Nadal entertain guests

Rafael Nadal with fans

Novak Djokovic signs a fan’s shirt

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Stefanos Tsitsipas in a relaxed mood

Stefanos Tsitsipas anwers Pat Cash’s questions Pat Cash with Maria Sharapova and Ajla Tomljanovic

Novak Djokovic pleases an autograph hunter Maria Sharapova with young fans

Learning a few tricks

Rafael Nadal enjoys a joke with guests

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SPONSOR BRANDING MWTC 2019 was proud to showcase all of its partners on various branding elements located around the venue. We would like to take this opportunity to thank all our sponsors who helped make this year’s tournament our best yet.

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SPONSOR BENEFITS

Net S Sponsors benefited from prime position court-side branding

TV Br

Ext Global Exposure

Net Sponsorship Value

$12M

TV Broadcast

+140 Markets

Extensive Venue Branding

St

Strong Digital Platforms

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OUT OF HOME MARKETING CAMPAIGN Television advert shown in

248.5M

households and hotel rooms in EMEA on CNN

Print advertising in The National, What’s On (Abu Dhabi and Dubai), Russian Emirates, Abu Dhabi World and Sport 360

Flyers and cup stickers in

SMS sent to

14

125K+

Costa Coffee branches across Abu Dhabi

mobiles across UAE via Etisalat

40,000

1.3M+ people exposed to Yas Mall advertising

Table Tennis activation at Yasalam After-Race Concerts, Taste of Abu Dhabi and Eminem concert

480+

Daily exposures (each screen) across entire Elevision network

Largest radio campaign across ARN network focusing on Dubai Eye and Dubai 92

#MWTC Window branding at Virgin Megastores across the UAE

Flyers placed in Deliveroo orders and elsewhere in F45, The Club, Haddins, The Room, Rihan Heights and Pro Sports International Stores

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DIGITAL An increased focus towards paid digital media for both awareness and conversion resulted in nearly 43 million online impressions from the campaign (not including other media partner and buys totalling circa 5 million).

Total posts (1.5k) and engagement (1.2m) were also far higher than previous years, resulting in an incredibly strong performance across digital media exposure and ticket sales.

F ACEBOOK D ISPLAY

YOUTUBE

SEARCH

I NSTAGRAM

TWITTER

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SOCIAL MEDIA The 2019 campaign witnessed positive and effective growth across all the social media platforms and we have seen a considerable increase in all the metrics from the start to the end of the campaign.

Growth can be seen through increase in followers across the channels, with Instagram taking the lead with a 47% increase, followed by Twitter at 13%, and Facebook 4%.

Impressions, reach and engagement, have all seen a very high increase. This is attributed to a combination of the content strategy and media spend levied on the posts across the various platforms.

The campaign hashtag – #MakeWayForTheBest – gave an identity to the brand itself via the top players MWTC secures every edition, but also to the fans who come to the event every year.

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PR The seven-month PR campaign kicked off midJune 2019 and was rolled out in four phases – Awareness, Association, Engagement and Amplification & Attendance.

The campaign generated over 2,000 articles across print, online and broadcast in 44 worldwide markets, including the GCC markets of the UAE, KSA, Kuwait, Bahrain and Oman.

Compared to 2018, the campaign saw a 96% increase in PR value and 99% in AVE. Overall, the PR campaign achieved excellent results with recurring key message mentions promoting the Championship across all media.

ENGLISH MEDIA: Gulf News

E NGLISH MEDIA: What’s On Abu Dhabi

20.7M

ENGLISH MEDIA: Gulf Today

2,033

PR VALUE

TOTAL CLIPPINGS

96% increase compared to 2018

236% increase compared to 2018

ARABIC MEDIA: Al Ittihad

ENGLISH MEDIA: ARN website ARABIC MEDIA: Emarat Al Youm

Others

ARABIC MEDIA: ARN News

12%

102

ACCREDITED MEDIA

43%

Arabic

45%

English

LANGUAGE

ENGLISH MEDIA: The National

E NGLISH MEDIA: Khaleej Times

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MEDIA DAYS Two separate media days incorporating all eight star players ensured significant coverage preceding the start of the tournament.

On the eve of the Mubadala World Tennis Championship, three rising stars of the men’s game stepped away from their pre-tournament preparations to experience the magnificent splendor of Qasr Al Watan, the Presidential Palace in Abu Dhabi. Stefanos Tsitsipas, Andrey Rublev and Hyeon Chung were treated to a personal tour of the stunning UAE capital landmark.

Rafa Nadal, Novak Djokovic and Maria Sharapova joined forces to prove why the Mubadala World Tennis Championship is ‘the best’ in regional tennis. Taking to the natural white sandy beaches of Saadiyat Island, the trio were challenged to knock down seven giant letters spelling ‘THE BEST’ using only 36 balls, or 12 each – a nod to the 12th edition.

Sharapova was the first to find her range, knocking over the first letter with a crunching forehand. The players then blasted through the remaining six letters with a few balls to spare.

They then posed for photos alongside a giant 3D installation spelling #InAbuDhabi, before conducting media duties ahead of the opening day’s action.

Rising to the beach challenge Rafael Nadal answers a reporter’s questions

Enjoying the magnificent splendor of Qasr Al Watan

Novak Djokovic taking part in a lively media session with reporters

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TV DISTRIBUTION CUMULATIVE AUDIENCE

GEOGRAPHICAL BROADCAST BREAKDOWN

9% 2.67 M BROADCAST HOURS

11%

1,128 HRS

EUROPE

ASIA PACIFIC

TOTAL ADVERTISING VALUE EQUIVALENT

+$85 M

53%

27%

AFRICA & MIDDLE EAST

AMERICAS

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KEY PERFORMANCE

HOURS:

AMERICAS

EUROPE

AFRICA & MIDDLE EAST

ASIA PACIFIC

101:03:03

598:17:28

124:04:06

305:09:14

479,858

1,759,478

207,059

219,480

COVERAGE

PEOPLE:

VIEWERSHIP

COVERAGE

VIEWERSHIP

COVERAGE

VIEWERSHIP

COVERAGE

VIEWERSHIP

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SPECTATOR RESEARCH

TOURNAMENT WEBSITE AND OFFICIAL CHANNELS WERE THE MOST POPULAR WAYS ATTENDEES KEPT UP-TO-DATE WITH THE EVENT

ATTENDEES CAME FROM

GENDER GAP

32% 68%

23

COUNTRIES

TOP 3 NATIONALITIES OF ATTENDEES

46%

SPECTATORS’ AGE GROUP

3%

24%

25 YEARS AND UNDER

25 – 34 YEARS

WEBSITE

22%

NEWSLETTER

22%

FACEBOOK

16% BRITISH

5%

AMERICAN

15% INDIAN

74% 35+ YEARS

15%

INSTAGRAM

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SOURCE OF EVENT AWARENESS

28%

15%

ATTENDED BEFORE

10% ONLINE ADVERTISING

87%

OF SPECTATORS ARE VERY LIKELY TO RETURN IN 2020

9%

WORD OF MOUTH

16%

MWTC WEBSITE

SOCIAL MEDIA

REASONS FOR ATTENDING MWTC 2019

80% OF ATTENDEES WERE UAE RESIDENTS

46% OF ATTENDEES WERE FROM ABU DHABI

I’m a tennis fan (70%) To see the players (60%) I like attending live tennis matches (58%) A chance to see something unique in Abu Dhabi (27%) To have fun (27%)

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TESTIMONIALS

The 12th Mubadala World Tennis Championship has reaffirmed its status as a world-class event and underlined Abu Dhabi’s credentials as a truly incredible sporting destination. We look forward to welcoming the world’s best players back for another momentous edition in 2020.”

It’s a real pleasure to come here and to win a fifth title means a lot to me.

Hopefully I can stay healthy and hopefully I will be back next year. The crowds have been amazing and it is a real pleasure to play in front of you all.”

JOHN LICKRISH, CEO FLASH ENTERTAINMENT

RAFAEL NADAL

I love coming here. It was nice to play in front of people who hadn’t seen me play before.”

MARIA SHARAPOVA

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Abu Dhabi is a really impressive place and this is one of the rare tournaments that consistently offers a very high-class field. It’s something of a tradition for me to come here and it has been great to get some quality match time under my belt.”

NOVAK DJOKOVIC

I’ve really enjoyed it in Abu Dhabi, the people have been very nice. I’m grateful to have the opportunity to witness that. I think I’ve made new friends today!”

STEFANOS TSITSIPAS

It’s a well-organised event, you have everything you need, great practice facilities. When it’s a strong field like this year then it’s great for anybody to play these types of matches.”

KAREN KHACHANOV

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PREVIOUS CHAMPIONS EDITION 1

EDITION 3

EDITION 5

ANDY MURRAY

RAFAEL NADAL

NOVAK DJOKOVIC

EDITION 2

EDITION 4

EDITION 6

RAFAEL NADAL

NOVAK DJOKOVIC

NOVAK DJOKOVIC

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EDITION 7

EDITION 10

EDITION 12

ANDY MURRAY

KEVIN ANDERSON

RAFAEL NADAL

EDITION 8

RAFAEL NADAL EDITION 11

NOVAK DJOKOVIC EDITION 9

RAFAEL NADAL

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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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The 13th edition of the Mubadala World Tennis Championship takes place 17-19 December 2020.

See you then!

#MWTC MubadalaWTC

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