Atomic 212° takes on media strategy, planning, buying, performance marketing and analytics across the Tennis Australia portfolio. Credit: Tennis Australia/Jay Town
Tennis Australia has named Atomic 212° its media agency following a competitive pitch.
The appointment has Atomic 212° taking on media strategy, planning, buying, performance marketing and analytics across the Tennis Australia portfolio, including its major events and year-round participation initiatives.
The move signals a shift in Tennis Australia’s media approach, with a focus on data-led, audience-first strategy.
“Tennis Australia is such an important cultural organisation and we are absolutely delighted to be given the opportunity to bring its world class events and participation initiatives to life,” said Atomic 212° CEO, Rory Heffernan.
“Thank you to the Tennis Australia team for sharing your ambition and vision for the organisation, and being so open to a new strategic approach.”
Tennis Australia chief commercial officer, Cedric Cornelis, said the partnership was the start of a new chapter for the organisation.
“The agency’s strategic vision, digital strength and deep understanding of our ambition to grow both fandom and participation really stood out, as did its team culture, which felt like a natural fit from day one,” Cornelis said.
“We’re excited about the impact this partnership will have across our events, our brand, and the sport more broadly.”
The agency will start work immediately, with major campaigns in development for the upcoming Summer of tennis and Australian Open 2026.
Tennis Australia also acknowledged outgoing agency PHD, thanking the team for its four-year partnership and contribution across brand, event and audience growth.
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