ATP serves up Tennis to U.S. Hispanic Market.

The Association of Tennis Professionals (ATP), the professional men’s tennis organization, has chosen The Jeffrey Group as its US 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 US 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,” said Davina Aryeh, ATP’s senior manager in brand marketing for Latin America and U.S. Hispanic.

The ATP boasts an impressive number of Latino players who have attained notable and record-setting achievements throughout 2007. These athletes have increasingly become a source of headlining news in the Hispanic market, with 17 of the world’s top 100 ranked players having Latin backgrounds – 5 of them amongst the top 25.

Among the agency’s assignments are increasing the ties between US Hispanic tennis fans and the Latino players and 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.

“We have a long history of providing global brands with unique insights in the U.S. Hispanic market, and ATP is an exciting addition to our client roster,” said Mike Valdés-Fauli, Managing Director of The Jeffrey Group. “