The ATP has appointed MICE Sportcel to handle the activity, which will comprise areas where fans can experience the game, courtside promotions and invitations to the public to meet and learn from professional players.
The agency will also create exhibitions about the sport's history and the science behind the modern game. The first tranche of activity will break later this spring.
The activity comes as the ATP prepares to rebrand next year, bringing its tournaments under an umbrella championship. The sports body is seeking its first vice-president of brand marketing to lead the relaunch (Marketing, 28 February).
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