2024 United Cup Tennis Tournament Multicultural Marketing

The United Cup is a new international tennis tournament hosted by Tennis Australia, featuring mixed-gender teams from 18 nations. Founded in December 2022, the tournament has completed its second edition in the 2023-24 season, with events held in Sydney and Perth. Despite its recent inception, the United Cup remains relatively unknown to broader audiences.

Tennis Australia aimed to undertake marketing and community engagement initiatives to address the lack of awareness among multicultural audiences of participating nations. CulturalPulse were engaged to raise awareness of the tournament among multicultural audiences.

The Approach

• All 18 participating nations were selected as multicultural community targets, with a focus on the Greek, Italian, Spanish, Croatian, Polish, German, and Chinese communities of Sydney and Perth.
• Tennis Australia provided CulturalPulse with community-specific content such as team static tiles, player videos, tournament hype reels, and final static tiles for distribution to target audiences.
• CulturalPulse distributed the culturally relevant content to each community segment through the CulturalPulse network which includes social media targeting, community ambassadors/influencers, community social groups, and community organisations.

The Outcome

The campaign ran for four weeks, targeting 18 segments that were participating in the United Cup.

• Over 1.38 million impressions in targeted community segments through CulturalPulse network distribution.
• Over 575,000 reach (minimum unique).
• Over 17,000 clicks to United Cup ticketing pages in Sydney and Perth (minimum trackable).
• Top performing community segments were Greece, Poland, Croatia, Germany, Norway, China – as a result of having additional video content for these nations greater impressions and reach were delivered.
• We collaborated with community groups and trusted community influencers such as Neos Kosmos, Maria Sakkari Fanpage, and Borna Coric Fanatics to generate community referrals and recommendations.

Key Insights

• We achieved outstanding awareness performance, with high levels of impressions and reach in most communities within a very limited period.
• In addition to the approved messaging, the CulturalPulse community network pushed the content out with genuine personalised messages which highlighted the authenticity in their message and encouraged the audience to connect with the content.
• The organic sharing from target communities drove viewership and awareness from markets beyond target locations.
• Ticketing and attendance numbers at both Sydney and Perth venues were reported as successful reaching above budgeted targets.