BNP Paribas Primrose 2026

Customer

Cote Ouest – BNP Paribas Primrose

industry

Sports

year

2026

services

Consulting

Events

Influence

Press Relations

182

Interviews

55

Accredited/day

1353

Coverages

Project Overview

Since 2023, we have been supporting the BNP Paribas Primrose Bordeaux – a leading ATP Challenger 175 clay-court tournament – with its press relations and influencer strategy.

Our remit covers all media communications for the event: designing press materials, national and international distribution, managing journalists and content creators on site, coordinating interviews and supporting the teams throughout the tournament.

Challenge

A tennis tournament is not promoted in the same way as a conventional event. Unlike a campaign planned several weeks in advance, every day brings new developments: a surprise elimination, a French player qualifying, or a top seed winning can, in the space of a few hours, change the media’s expectations.

Our role is to anticipate these scenarios and turn sporting news into editorial opportunities. We adapt messages, press releases, distribution targets and the angles proposed to journalists in real time in order to maintain strong media coverage, both in France and internationally.

At the same time, we handle the operational management of the media and content creators present at the tournament. This includes accreditation, on-site reception, organising press conferences, as well as coordinating interviews with the players. Every media appearance must fit into a particularly tight schedule — matches, recovery, treatment, meals and sporting commitments — which requires constant coordination with the ATP, the players’ teams and the tournament organisers.

This dual approach, which is both strategic and operational, enables us to offer the media the best possible working conditions whilst ensuring responsive communication throughout the competition.

Strategy

1. Develop a flexible editorial strategy We produce the tournament’s main press materials, including the press kit and press releases issued before, during and after the competition. The content is regularly updated in line with the latest sporting news to ensure that the angles covered remain relevant.

2. Roll out an international communications campaign Each press release is distributed to targeted media outlets in France and internationally. The English versions are tailored according to the tournament results in order to focus on the countries affected by the players’ performances and to maximise opportunities for media coverage.

3. Coordinate media relations on site We manage accreditations, welcome journalists and content creators, and organise press conferences and interviews with the players, in collaboration with the ATP teams and the organisers.

Execution

From the initial announcements right through to the final, our support is there at every key stage of the tournament. By combining editorial strategy, international press relations and on-site operational management, we enable the media to cover the event under the best possible conditions.

For the 2026 edition, this notably involved coordinating 182 interviews with players — 160 in French and 22 in English — as well as generating 1,353 international media mentions across 11 countries and 14 languages, representing over 3.2 billion potential contacts.