Revolution at The Top of The ATP World Tour

Today the newly redesigned, remarketed, and redistributed ATP World Tour is in full force, it being the child of the "old" ATP board that was headed by Etienne de Villiers.  However, with the new season, comes a new chairman; Adam Helfant. 

Despite discussion that the new chairman was to come from an internal applicant, and that Helfant was not a predictable choice, it has been clear from the beginning that Helfant will bring with him benefits and refreshing changes to all levels of the ATP tour. 

An enviable education—from MIT (where he got a degree in Applied Material Science and Engineering) and, most importantly, from Harvard Law School—sets a strong core foundation from which Helfant will hone his skills as ATP head.  

A thorough, focused, detail-oriented businessman with a cool-head, it is no wonder that he was known from the beginning of his most recent post at Nike (where he was Vice-President of US Sports Marketing) as an incredibly smart man.  

With his background in law, together with experience of the corporate and administrative world from his work at Nike, the NHL, and international law firm Cleary, Gottlieb, Steen & Hamilton, Helfant is sure to be a wholly competent leader.  Being "trained" in administrative and legal sports affairs at Nike, in what was surely a demanding position, must have been one of the key reasons for his installation as ATP chairman. 

For many critics of past ATP leaders, this makes a refreshing change. 

Perhaps most critically, Helfant has a strong background in and passion for the world of sport and tennis, and crucially, he realises the importance of maintaining and utilising the respect, ideas, and forces that ATP tennis players themselves can generate. His visits to various players for advice and information clearly demonstrates this intention to interact with key international players from the offset. 

Moreover, having sound recommendations from the likes of Roger Federer, Rafael Nadal, and Novak Djokovic, members of the ATP Player Council, could only have helped Helfant’s cause and created the optimistic atmosphere that resulted from the news of his employment.

Helfant has met with Federer and Roddick separately since he took up his role, and realised that utilising their sense for the game is essential.

Helfant said: "They are both very impressive guys. I was very impressed with how engaged they were.  There are times when they are honest, when an issue has more relevance to them, but most of what they talk about is with the interests of the game at heart."

Nevertheless, Helfant is bound to face countless challenges from the tour in his first few months as Chairman, the current economic crisis notwithstanding. 

Naturally, lack of liquidity in potential sponsors, funding agencies, and corporate hospitality is affecting all areas of commercial activity, sport included. Acquiring, and most importantly retaining, sponsors must be one of the principal issues on Helfant’s agenda.

"Any discussion on challenges and opportunities has to start with the global economic situation, which has an impact on virtually everything.  We know it’s had a big effect on hospitality and the sponsorship environment is very different."

Additionally the principles of the new ATP World Tour are still in their infancy. Only time will tell if the current schedule, including the new Davis Cup format, Shanghai Masters Series 1000 tournament, and the new ranking system, among other changes, will be advantageous for all parties involved. 

Many players have made it clear that the ATP authorities must listen to players' concerns over excessive travel, over-playing, and general welfare. 

There is also the question of the ATP World Tour Finals to be held this year, for the first time, in London’s O2 Arena. 

The decision to hold these prestigious end-of-year championships in a major capital city will ensure that all eyes are on the ATP and its authoritative presidential symbol, Helfant, for several weeks. This will be at a time when the majority of the season is over and injury, scandal, and analysis from outsiders could be at its most intense. 

Despite not being interested "in making change for change sake," some areas of the ATP World Tour could be tweaked by a fresh and innovative business mind. 

With Helfant’s knowledge and expertise in varying corporate spheres, will the ATP be transformed further and further into a profitable business entity?  Will the areas of e-Commerce and New Media, i.e. online advertising, blogging, and video, be readdressed? 

It is apparent to even an amateur marketer that blogs, online shopping, and forum use are areas of the online sphere in which the ATP could reactivate itself, if only in terms of advertisement exposure and brand promotion.  Helfant himself indeed believes that the ATP tour should ‘broaden its appeal’ and improve its commercialised appeal in the coming years.

Finally, given the recent controversy surrounding the ATP board, and its rocky relationship with players and tournaments, many analysts believe that Helfant should actively utilise the strength, intellect and respect of the current high-ranking members of the ATP Player Council.

The ATP Chief should approach Roger Federer, Rafael Nadal, and Novak Djokovic, as well as doubles pair Yves Allegro and Eric Butorac, to re-establish the credibility of the administration, and give the players more influence as to how their tour operates. 

Helfant agrees: "To have the top players so concerned about, and involved in the governance of the sport, is a real benefit, and we shouldn’t take that for granted. I know I won’t."

Many believe that this would be the catalyst for a more harmonious relationship between the management and the players.  This revolutionary transformation of the status quo could be Helfant’s seminal activity in his leadership. 

All in all, Helfant looks like the real deal—a true talent in a high-powered, highly coveted role.  Only time will tell if such a respected individual will be able to stand up to the conflicting and fluxing pressures of such a prestigious, yet contentious, position.