The right time, the right place, and the right people——

Everything is just right. What better time could there be than now? From the Challenger League and Youth Storm throughout the year to Gao Wen's emergence as the "fifth giant" and the fierce competition for the world's number one at the end of the year, not to mention that the "fighting" craze has become a symbol of the new generation of young people at the forefront of fashion under the help of Nike.

Frequently out of the circle!

All advantages in every aspect are concentrated on Gao Wen.

There is no doubt that Gao Wen is the best synonym for the new generation, and he is once again leading tennis into a new era and expanding different markets.

Nike, sensing a business opportunity, is preparing a series of activities during this offseason to develop a detailed blueprint for the upcoming 2016 season.

ATP also smelled business opportunities.

This is how Calveley came on the scene.

but--

"What do you need me for? I'm just a player. I don't know anything except tennis."

Gao Wen is not being modest; he is speaking the truth. When it comes to marketing and brand planning, he is truly a layman and cannot provide much help.

Calveley smiled confidently, took out a document from his briefcase and handed it to Gao Wen.

"Don't worry, this is our expertise. We just expect you to cooperate with ATP to complete some publicity and attend some activities, that's all."

In fact, ATP spends a lot of time every year on market promotion. Judging from the marketing and promotion results alone, ATP's work is better than WTA's, and it is directly reflected in the attendance and advertising sponsorship in recent seasons.

ATP's strategy is very clear. They are prepared to make full use of the influence of the Big Four to create more waves.

Those plans cover a very wide range, including cooperation between ATP and players, cooperation between ATP and different events, cooperation between ATP and different national tennis associations, ATP's own planning, etc., and run throughout the year.

Now, what Gao Wen has in his hand is a plan——

A plan centered around young players with Gao Wen as the core.

Such treatment is unique in ATP.

But from another perspective, as the leader of the youth storm, Gao Wen's existence itself is unique, and there is no other alternative option.

ATP takes this matter so seriously, which to some extent shows its sincerity and determination.

Generally speaking, it is a win-win situation between the ATP and the players. The players will not reject the ATP's proposal because the players need to cooperate with the ATP for a long time and also because the ATP's proposal is also beneficial to the players.

But there are occasional exceptions.

After all, the ATP considers institutional profits, not the interests of the players. There are many cases when the ATP asks players to sacrifice their personal interests for their activities, which is why the players' union is necessary.

The ATP did not want Gao Wen to become such an exception, so it lowered its stance from the beginning.

Even the choice of Calvelli from Nike as the representative should have been the result of discussions among ATP executives.

Under Calveley's gaze, Gawain opened the project plan and briefly scanned the table of contents.

Then, I heard Calveley's explanation, "We look forward to seeing more young players. We also look forward to seeing more attention on the Challenge Tour and Future Tour. Of course, more importantly, we look forward to seeing more young people on the stage of the Grand Slam and Masters."

Blah blah blah... But these are just empty words, which sound good but are difficult to implement.

Unless we can establish a broad and deep mass base at all levels of competitions like American football and baseball, everything will be in vain.

Wait, different levels of competition?

An idea suddenly occurred to Gao Wen.

Gawain raised his head and looked at Calveley who was talking eloquently and smiled. There was no need to interrupt, a glance was enough.

Calveley noticed this keenly, paused at the right moment, and gave Gawain a look, signaling him to speak.

Gao Wen did not refuse, "Mr. Calveley..."

Calveli smiled and said, "Just call me Cosimo."

Gawain took the opportunity to speak up, "Quasimo, do you believe in advertising?"

Calveley paused, and although he did not understand Gawain's intention to change the subject, he still answered, "No, I don't believe it. I believed it before, but not now."

Gao Wen nodded in affirmation. "Times have changed. In the past, there were fewer information sources, and the intuitiveness and vividness of advertisements could easily convince consumers. But now there are more information sources, and consumers have become smarter. How to insert advertisements and how to convince consumers need to be smarter."

“The same is true for commercial promotion.”

"We spent countless efforts to shout, 'Hey, ladies and gentlemen, please watch this year's ATP Finals, Ilie Nastase group is the death zone, it's amazing', but in the end, the fans who bought tickets are still the same group of loyal fans, the fixed, long-term and enthusiastic fans."

“It still doesn’t really engage the audience that isn’t interested.”

The reason is very simple——

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The charm of competitive sports lies in the competition itself.

A hundred shouts and yells cannot match the traffic brought by a game highlight or the top five goals.

Calveley is a professional in this regard and naturally understands the reason. "But today, the ratings for your match with Rafa hit a new high."

Although it is a compliment, it is not flattery.

Gao Wen's focus was not here. He snapped his fingers and said, "Correct. Ultimately, it is the competition that attracts the audience. Maybe ordinary audiences don't care who will be the world's No. 1 at the end of the year, because they don't even know me or Novak, but they will care about exciting rounds and good matches. This is the common charm of competitive sports."

Calveli was a little confused. He vaguely grasped some clues, but couldn't identify them clearly. He didn't know where this conversation would go next.

Gao Wen did not keep the secret, but smiled and said, "So, it is the same for the new generation."

“Maybe you don’t know Kyrgios, Rublev, or Zverev, but if they play a great match, people will naturally pay attention and become curious about who these young people with unfamiliar faces are.”

"This is the correct way to promote competitive sports."

Calveli had sensed something, but a more straightforward approach was to ask directly, "What do you mean?"

Gao Wen shrugged lightly. "Instead of arranging these interactions, publicity, and marketing, it is better to just hold an event."

Calveley was stunned——

It felt a bit strange. He should have been the one to promote their publicity plan to Gao Wen, but why were their positions reversed? But it didn't seem so bad.

Calveley blurted out the question, "A competition?"

Gao Wen nodded in affirmation. "Just like the year-end finals held at the O2 Arena, the ATP can hold another year-end finals for the new generation."

"The qualification for the O2 Arena year-end finals is the top eight players in the world, and the same is true for the next generation year-end finals."

"The top eight players in the world ranking at the end of each year, just add a prefix here, players under 20 years old? Players under 21 years old?"

"We can discuss the details of the rules later."

"But that's the overall concept, a year-end finals for a new generation of young players."

“A feast for the youth storm.”