Tie Break Tens

Tennis is a British institution. It’s an integral part of our Summer calendar. Strawberries. Henman Hill. Inevitable disappointment. We go through the same cycle every year.

So when we were asked to come up with the name and brand language for a new tennis format, we knew it was a big opportunity.

First up, we worked closely with the Tie Break Tens team to develop the name.

It was a tough brief: it had to be both descriptive of the format, and catchy enough for people to use informally: ‘Fancy a game of Tens?’

Beyond the name, we were asked to develop some arresting brand statements that would help introduce Tie Break Tens to the world.

Then, more broadly, we were challenged with presenting Tie Break Tens to the world: concisely articulating what differentiated Tie Break Tens from the traditional format, in suitably dramatic fashion.

So, what is Tie Break Tens? Well, the rules are pretty simple: it’s tennis, boiled down to a ten-point tie break.

That means no three-hour games: it’s not a test of sheer athleticism. It’s a test of skill, and nerve. Which makes it supremely unpredictable. The exact quality every sports fan thrives on.

Naming a new sport is fun. But not the sort of thing that comes around too often. So this was a real treat.

As was going along to the Albert Hall for the first ever TBT tournament – featuring names like Tim Henman, John McEnroe and Andy Murray, no less.

Congratulations to Kyle Edmund for beating Andy Murray to the title – and $250,000 prize money.

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