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So many tennis players have a crazy amount of stories to show and tell authentically that can meet fans' curiosity and brands needs. Most of them just do not do anything with it.

A well-told story doesn’t just inform—it invites participation. It helps teams locate themselves inside a larger arc of meaning and progress. Leaders who communicate in narrative terms create alignment not just through direction, but through emotional coherence.

An effecting sports marketing strategy goes far beyond simply paying a roster of ambassadors to parrot a brand’s messaging and show up at events. It’s about displaying a certain level of taste and awareness of compelling stories and individuals from across the spectrum.

It’s about being selective, yet omnipresent.

Lead with purpose while embracing complexity and innovation.

The people who change things aren't at the parties, they're home on Friday night, obsessed with problems everyone else finds tedious. Their Instagram looks empty because their life isn't shareable. Just the same unsexy routine, day after day. They aren't doing anything glamorous. They're just consistently making steady incremental progress over a l

“The most difficult part of positioning is selecting that one specific concept to hang your hat on. Yet you must, if you want to cut through the prospect’s wall of indifference.”

• Al Ries

It’s fair to say that 2025 continues to fly out the blocks on a wild mission to bring even higher levels of change, unpredictability, and flux shaping our world.

Work becomes great when curiosity drives it beyond obligation.

We invest a lot of money in tools to enhance our archives. It's really something that we pay a lot of attention to.

• FFT re Roland Garros