In pictures: Barclays reveals Ball Can activation at ATP Finals


Barclays has created a number of experiences for the ATP World Tour Finals at The O2 this week (15-22 November), including a giant Ball Can that ejects rewards.

The Barclays Ball Can is located in the foyer of the arena. The bank's customers can head to the contraption to pick up a blue tennis ball that can be redeemed for rewards, including tickets to the final, Head tennis balls, Tecnifibre kit and a free Segafredo coffee.

Once they have picked up their ball, guests can head to Barclays’ Fan Zone. Here, they can snap photos with the Barclays ATP World Tour Finals Trophy, and photos tweeted using the @BarclaysUK handle will be entered into another draw to win rewards.

Customers can also gain free entry to the Barclays Rewards Lounge, where they can relax before matches, gain access to merchandise and ticket upgrades, pick up a free coffee and take advantage of the mobile charging station.

The brand has enlisted Havas SE Cake to devise and produce the activation.

Nathan Homer, head of global sponsorships at Barclays, said he wanted to provide customers and clients of the brand with a better experience of the ATP World Tour Finals. 

He added that that Barclays has been running a complementary campaign called Barclays Ball Kids. "The team of 30 Ball Kids, selected from intensive trials, have been given LifeSkills training, which is a free, curriculum-lead programme developed to help young people get the skills and experience they need to enter the world of work.

"As a thank you for all their hard work, one of the kids will get the chance to present the men’s singles trophy to the winner of the tournament," he explained. 

Beyond Barclays

Other brands activating within The O2 for the ATP Finals include:

  • FedEx – hosting ATP Performance Zone Challenges, where fans go head-to-head to answer trivia questions.
  • Highland Spring - created a Mini Tennis area, which features a Batak wall and kids-themed tennis challenges. 
  • Ricoh - activating its Power Server, where visitors can hit a serve and cameras measure the speed.
  • Lacoste - is giving fans the chance to create their own tennis-themed flipbook. 

For the seventh year, Wasserman Experience is working with the ATP to deliver the main event. The agency is managing pre-match player choreography, special effects, breaks in play, and audio and screen content for daily shows and final presentation ceremonies.

Chris Kermode, ATP executive chairman and president, said: "Since 2009, more than 1.5 million fans have attended the tournament, achieving an unprecedented number of sold-out crowds. The team at Wasserman Experience continues to work hard with us to bring the tournament to life, adding to the excitement in a unique and creative way – ensuring that for eight days in November, the Barclays ATP World Tour Finals becomes the centre of attention in the sports and entertainment world."

Cris Cicirello, joint managing director of Wasserman Experience, added: "To be involved with the ATP for the seventh consecutive year is something we are very proud of. Each year we work with the ATP to bring fans a truly unique and unforgettable experience and we are once again thrilled to be part of creating the biggest indoor tennis tournament in the world."

More: Brands activate at Barclays ATP World Tour Finals

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