ATP Media is the global sales and broadcast production and distribution of the ATP (Association of Tennis Professionals) – governing body of the men’s professional tennis circuit. This includes the ATP Tour, with 64 tournaments in 31 countries, the ATP Tour showcases the finest male athletes competing in the world’s most exciting venues. 


The organisation needed a robust CRM platform to manage media relationships across their global connectionsPreviously, this data had been stored on multiple documents and worksheets, which was inefficient and cumbersome for their internal teams to manage.  

ATP Media investigated using a fully-fledged CRM system but found that the functionality they needed would amount to 10% of what was offered in many products on the market. Other internal tools were reviewed to see if anything else could provide a CRM system that was more catered to their requirements around contracts and deals for broadcasting rights, but ultimately, none were able to perform all requirements. 


We engaged with ATP Media’s key Commercial Department stakeholders to review their requirementsPowerApps was selected as the tool of choice as it was already integrated with existing client information within SharePoint, as well as contracts having been stored as Microsoft Office documents.  

A proof of concept was undertaken to ensure the platform could achieve the complexities around the “deal” portion of the client agreements. Once this concept was approved, the full project was undertaken and delivered using PowerApps, SharePoint Lists and links to contract documents stored within a SharePoint library. 

This CRM is for use by Commercial and Legal departments in order to manage the relationship and contractual workflow with Broadcasters and other clients. The app enables the Broadcast Team to easily find what Rights Broadcasters have.   



The Commercial Development team saw: 

    All client and deal information will be pulled from the iCRM meaning that each department has the most accurate and up-to-date information about a client.
    When a broadcaster calls and requires details for a tournament, the team can now quickly and easily find if they have the rights for this. 
    Finding relevant and uptodate client contacts per organisation or deal is much faster and more accurate.
    Previously, information was stored in separate locations due to permissions around financials and GDPR data. With the new system, different admin levels were introduced to allow the correct staff members to see the relevant information they need, reducing the time required to check multiple locations. 

“The iCRM has enabled our company to harness information about our past, present, and future clients.  The reports that we can build are sophisticated, dynamic, and informative.  Thanks to Silicon Reef, we are now in a much better place to report on performance, identify trends, and segment our contact database.” 

Lizzie Peters, Commercial Development Director