J.P. Morgan Tournament of Champions 2018

Making a Social Media Smash

Spritz Skills

Social media / Creative Design

The Client

The J.P. Morgan Tournament of Champions is the world’s grandest squash championship and the only sports tournament to be held continually in New York City’s iconic and world-famous Grand Central Station. This sold out historic event is consistently ranked as one of players’ and fans’ favorite tournaments on the PSA World Series Tour.

The Challenge

Increase brand awareness and social media engagement for J.P. Morgan Tournament of Champions and build interest for the sport of squash as a whole in US market and younger audience. Build strategy to drive ticket sales and highlight the tournament, the players, the sponsors, and partners in the three months leading up to the event. On-site social media execution for the 10 day duration of the tournament covering players, matches, and tournament events.

3 Pronged Strategy
  1. Build interest for squash, increase followers, and increase engagement by creating a month long ticket giveaway contest & posting educational content with regards to squash as a lifestyle focusing on the players, health and entertainment aspects of the sport.
  2. Highlight sponsors, partners, and players via player infographics (#didyouknow facts + insights), dedicated posts, incorporation of logos in social creatives, sharing sponsor/partner posts, and integrating all appropriate/relevant tags & hashtags
  3. On-site social execution across Facebook, Twitter, & emphasis on Instagram + stories: showcasing sponsors/partners, events, live updates + videos of matches.
3 Month Results
  • 1,926new followersIncreased by 27.30%
  • 1,080,052total impressionsIncreased by 964.65%
  • 19,328total engagementsIncreased by 688.04%
  • 1,371total clicksIncreased by 189.96%
  • 10.53%Avg Facebook engagement rate per post
  • ToC Mentions by the top world squash champions:Nicol David, Ramy Ashour, Amanda Sobhy, Laura Massaro, Camille Serme, Nour El Sherbini, Ali Farag, Haley Mendezv, Simon Rösner, Nick Matthew, Heba El Torky, Jenny Duncalf, Mohamed Elshorbagy, Nicolas Müller, Sarah-Jane Perry, Nour El Tayeb
  • 106,636Total Instagram stories impressions
  • 6.12%Avg Instagram engagement rate per post