MIAMI—The Association of Tennis Professionals, the professional men’s tennis organization, has chosen The Jeffrey Group as its U.S. Hispanic agency of record to perform strategic communications surrounding a vital and growing audience for the sport. The agency was hired to promote and raise awareness of tennis and its top Latino players among the U.S. Hispanic audience, provide strategic media relations within the demographic, and build an increasingly solid reputation among key stakeholders.
“The Jeffrey Group has years of experience communicating effectively with our target audience and provides a great fit to help us achieve our ambitious goals for the next year,” says Davina Aryeh, ATP’s senior manager in brand marketing for Latin America and U.S. Hispanic.
The agency will be responsible for increasing the ties between U.S. Hispanic tennis fans and Latino players and for the promotion of Latin American tournaments, known as the “Latin Swing,” which will kick off this month. The account is managed from The Jeffrey’s Group’s New York office, drawing staff in the firms Miami office and local service partners through the country to effectively target the major Hispanic markets in the U.S.