The APTA goes to market(ing)

In 1995, the APTA Board of Directors embarked on the most aggressive and comprehensive marketing program in its history.

The Board had started preliminary discussions with RHB Ventures to assist the APTA in the growth of the game throughout the country. RHB Ventures, a sports marketing firm based in Philadelphia and Washington D.C., had secured corporate sponsors for sports such as tennis, golf, cycling, sailing, basketball and football, and owned and managed The Champions Tour, the 35-and-over professional tennis tour featuring Jimmy Connors, John McEnroe, Bjorn Borg, and others.

Tapping the extensive marketing expertise of RHB Ventures, the APTA hoped to implement a multifaceted marketing program.

Among the major points of this program were:

a) sell corporate sponsorships on behalf of the APTA

b) complete a comprehensive demographic study of the current membership

c) attain a greater membership base from among the estimated 400,000 paddle players from around the United States

d) produce promotional materials to help “grow the game”

e) develop membership opportunities for non-tournament level players

f) create new events and stimulate interest among the “B” and “C” level players and juniors

g) provide greater benefits – via new corporate sponsorships – for new and existing members of the APTA.

Source: Platform Tennis News, Fall 1995