ATP: SERVING BEYOND SPORT
Massimo Calvelli, CEO of ATP highlights how the governing body of men's professional tennis is inspiring others beyond the court to ensure it makes a lasting and meaningful impact on communities around the world. The aim for ATP, through its ATP Serves initiative, is to be a leading example of diversity and inclusivity in international sport, protect and enhance the mental health of its community, and minimise the sport's impact with solutions to combat the climate crisis. What is the long-term vision of the ATP to find solutions to societal and environmental challenges? Tennis is a global game, with a diverse community of a billion fans. Our community is rarely unaffected by societal and environmental challenges. We know that we cannot be distanced from addressing these challenges and must play an active role in finding solutions. Tennis has a rich history of making a difference, led by incredible trailblazers such as Arthur Ashe and Billie Jean King, and we want to contribute to that. As an organisation, we are here to inspire on court, and serve beyond it. Though ATP Serves, our recently launched programme of purposeled initiatives, we have chosen to focus our efforts in three areas: organisational culture, mental health, and environmental sustainability. These are the areas we feel are most authentic to who we are – and where we can make a meaningful impact. Our approach starts with leading by example, ensuring we as the ATP have our own house in order. It’s then about supporting our members, our players and tournaments, who are incredibly passionate about giving back. Lastly, it’s about using our global platform to advocate for change amongst our wider community of fans
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and partners. We’re taking on big challenges and change won’t come overnight. Over time, and working together, our vision is for tennis to make a lasting positive impact in the world. How has the field changed since you first started the ATP Serves initiative? I would say the main change in the sports space over the last 18-24 months, particularly amongst rights holders, has been a shift in mindset towards purpose and social good. What was once a ‘nice to have’ has almost become a ‘license to operate’. The most successful and culturally influential professional sporting bodies all have a strong purpose at their core. A shared understanding has emerged that our role needs to extend beyond the game itself – our work is not finished at the final whistle or match point. This has been exciting to see. Credit must go to a broad crosssection of stakeholders for driving this change in mindset, most notably our fans. Especially younger generations expect their favourite brands and athletes to step up and stand for something. It has certainly pushed us to re-evaluate our purpose and ask the difficult questions of ourselves. ➡
Images: ATP Tour
