DixonBaxi partner with Eurosport to create the ‘Home of Tennis’ with a kinetic identity capturing the sensation of playing across multiple surfaces.

As the primary holder for iconic sports events, including cycling and motorsport, Eurosport has the ambition to become the number one tennis destination in 2019. Continuing our partnership with Eurosport, we’ve designed a new, dynamic identity, capturing the fearless and powerful essence of the game – the speed of grass, the slide of clay, the grip of the hardcourt.

Bringing the thrill and drama of the game with the attitude of the players to the identity.

Harnessing the ATP brand in combination with Eurosport to capture the spirit of the game.

With worldwide coverage, ATP breathes a mix of cultures, which led us to create a colour combination and a kinetic typographic treatment reflecting the different dynamics for each location – creating an energetic and modern look to immerse the viewer in the world of tennis.

Dramatic, expressive typography creates an ‘information surface’ across the identity.

Intuitive, clear infographics give texture and context to the tournaments, games and players.

A highly adaptive identity system flexes to deliver in-the-moment live games, immersive studios and in-depth shows.