Tennis Australia has appointed Atomic 212 as its new media agency of record following a competitive pitch process. The agency will be responsible for media strategy, planning, buying, performance marketing, and analytics, replacing incumbent PHD.

The appointment is part of Tennis Australia's strategy to evolve its media approach with a focus on data-led, audience-first thinking. Atomic 212's responsibilities include driving global growth for Tennis Australia's events and inspiring more Australians to play tennis. The agency is tasked with building deeper connections with fans and participants both in Australia and globally.

Tennis Australia's Chief Commercial Officer, Cedric Cornelis, said: "We're thrilled to be partnering with Atomic 212 as we enter a new chapter for Tennis Australia. The agency's strategic vision, digital strength and deep understanding of our ambition to grow both fandom and participation really stood out - as did its team culture, which felt like a natural fit from day one. We're excited about the impact this partnership will have across our events, our brand, and the sport more broadly."

Atomic 212 will begin work immediately, with major campaigns in development for the Summer of Tennis and the Australian Open 2026. The agency's appointment is seen as a move to enhance Tennis Australia's media strategy through innovative approaches.

CEO of Atomic 212, Rory Heffernan, said: "We're ecstatic about this news. Tennis Australia is such an important cultural organisation and we are absolutely delighted to be given the opportunity to bring its world class events and participation initiatives to life. Thank you to the Tennis Australia team for sharing your ambition and vision for the organisation, and being so open to a new strategic approach underpinned by our Smarter, Faster, Accountable proposition. We can't wait to get started."

Tennis Australia thanked PHD for its four-year partnership.