BNP Paribas Nordic Open

Brief
Strengthen BNP Paribas Nordic Open’s position as more than just a tennis tournament by broadening its cultural and communicative reach, attracting new audiences, and establishing the event as a natural part of Stockholm’s cultural and entertainment scene.

Our Work
AWB was responsible for the overall communications strategy, PR, and activations for BNP Paribas Nordic Open 2025. Building on the Beyond the Court strategy, we developed a comprehensive approach that combined top-level sport with culture, design, food, and social experiences.

Our work included strategic PR and media outreach across sports, news, business, and lifestyle media, as well as player announcements and interviews with key figures. In parallel, AWB managed several cultural and commercial collaborations, including a championship ring designed by jewelry designer Cornelia Webb, official merchandise in collaboration with Every Night Studios, and Sturehof’s tournament menu and signature cocktails in partnership with Just Booch.

Ahead of the tournament, press and activation efforts were carried out, including a press event at the Royal Tennis Hall and a pre-activation at Sturehof tied to the launch of the tournament menu, held one month before the event for invited partners and creatives.

During tournament week, AWB managed ongoing press relations, on-site media relations, and hosted invited guests. Activations on-site were conducted alongside invited creatives, with ambassador Nicole Falciani hosting; Nicole also acted as a reporter during the week, providing content and live coverage from the tournament.

The work reinforced Nordic Open’s image as more than just a tennis tournament—a natural meeting place where sport meets culture and lifestyle, with strong presence both before and during tournament week. The campaign resulted in over 450 media mentions across TV, radio, podcasts, print, and online.