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Creative agency Sid Lee enlisted to work on campaign

Toronto, Tuesday July 6, 2021 — Tennis Canada has launched a new campaign named “All For The Court” which will get tennis fans across the country on the edge of their seats in anticipation of the 2021 National Bank presented by Rogers events in Toronto and Montreal this August.

Created in collaboration with internationally renowned creative agency Sid Lee, the campaign features defending National Bank Open champions Rafael Nadal and Canada’s own Bianca Andreescu, as well as up-and-coming Canadian youngsters Leylatou Aliassime, 12, and Luckens Dorcely, 17. It tells the story of how tennis can inspire anyone, anywhere. The heart of the campaign’s message is one of inclusivity, diversity, tradition and new possibilities, and its rallying cry of ‘All For The Court’ aims to capture the sentiment of the Toronto and Montreal events which gather people together from every walk of life, all with a distinctly Canadian essence.

View the campaign spot by clicking here.

The fully integrated campaign launched across a multitude of platforms including broadcast and digital, as well as the National Bank Open’s social media channels on Twitter, Facebook and Instagram. Using a programmatic algorithm to capture a wider audience, the campaign will feature on The Score, Toronto Star and The Globe and Mail’s digital platforms as well as LaPresse’s in Quebec. On broadcast, the campaign can be seen on TSN and RDS throughout Wimbledon, and will feature on Sportsnet and TVA Sports in the coming weeks and months before concluding on August 15.

“The launch of the ‘All For The Court’ campaign is a marquee moment for the National Bank Open presented by Rogers, signaling a fresh and exciting new direction for our marquee tournaments on the back of a historic ten-year agreement with our new title partner, National Bank,” commented Michael Downey, Tennis Canada President and Chief Executive Officer. “We would like to thank Sid Lee for their excellent work on the formulation of this campaign, which will unlock the power of the National Bank Open in Montréal and Toronto to inspire and unify Canadian tennis fans of all ages and backgrounds”.

“We are witnessing a whole new chapter in Canadian tennis and we are extremely honoured to have the trust of Tennis Canada and the National Bank to participate in building its positioning and messages,” said Jean-François Dumais, Executive Director of Creation at Sid Lee. “Our athletes are blessed with incredible talent that inspires us beyond sport, our age, our origins, and our life course. It is their perseverance and passion that unites us and will guide this tournament’s comeback in Canada.”

About National Bank Open presented by Rogers
National Bank Open presented by Rogers is a Tennis Canada owned and operated world-class tournament celebrating its 140th anniversary of the men’s event from August 7-15, 2021 at Aviva Centre in Toronto and its 128th anniversary of the women’s event from August 7-15, 2021 at IGA Stadium in Montreal. As a WTA 1000 tournament, ATP Tour Masters 1000 tournament, and US Open Series event, National Bank Open presented by Rogers will showcase the world’s best players. National Bank Open presented by Rogers is the third-oldest title in tennis, behind only Wimbledon and the US Open. For more information and tickets visit

About Tennis Canada
Founded in 1890, Tennis Canada is a non-profit, national sport association with a mission to lead the growth of tennis in Canada and a vision to become a world-leading tennis nation. We value teamwork, passion, integrity, innovation and excellence. Tennis Canada owns and operates the premier National Bank Open presented by Rogers WTA and ATP Tour events, four professional ATP and ITF sanctioned events and financially supports four other professional tournaments in Canada. Tennis Canada operates junior national training centres/programs in Toronto, Montreal, Vancouver and Calgary. Tennis Canada is a proud member of the International Tennis Federation, the Canadian Olympic Committee and the Canadian Paralympic Committee, and serves to administer, sponsor and select the teams for Davis Cup, Billie Jean King Cup, the Olympic and Paralympic Games and all wheelchair, junior and senior national teams. Tennis Canada invests its surplus into tennis development. For more information on Tennis Canada please visit our Web site at: and follow us on Facebook and Twitter.
Media Contacts

Oliver Wheeler, Advisor, Communications or 647-458-4005

Marc-Antoine Farly, Advisor, Communications or 514-444-3556