Nordic open

BNP Paribas Nordic Open - the world’s oldest indoor ATP tournament wanted to grow its visibility beyond the live audience at the Royal Tennis Hall in Stockholm and reach a broader, younger, more social-first crowd. The goal for 2025 was to strengthen the brand, sell tickets, and make the tournament feel culturally relevant outside traditional tennis coverage.

Ingager was brought in ahead of the 2025 tournament to build a new social media approach: develop the creative direction, produce content on site, and distribute it across Instagram and TikTok with the right pace, tone, and access.

Brief

Instead of only showing match highlights, the concept focused on access, atmosphere, and personality.

We wanted people to feel like they were inside the tournament - even if they weren’t in the arena. That meant energy, humor, behind-the-scenes moments with players, and the social experience around the tennis: the crowd, rituals, routines, celebration, the feeling of “Stockholm tennis week.”

By positioning BNP Paribas Nordic Open not just as a sports event but as an experience you don’t want to miss, Ingager opened the door to a wider audience than traditional tennis fans.

Concept

To deliver on that concept, IngagerSports embedded a full production team on site for the entire tournament week (11–19 October 2025).

The strategy was built on three pillars:

High-volume, real-time storytelling
We dramatically increased publishing cadence. Posts in BNP Paribas Nordic Open’s channels went up by almost 300% vs. last year, and Stories increased by more than 250%. Content was shot, edited, and posted continuously - not “after the match,” but while the moment was still alive.
Native, platform-first formats
Content was designed specifically for Instagram Reels, Stories, and TikTok, built for swipes, taps, and shares. We showed player personality, crowd energy, and behind-the-scenes access in short-form video.
Commercial layer
Alongside the organic content engine during the event, Ingager also supported paid social leading up to the tournament to drive ticket sales.

Strategy

The 2025 edition of BNP Paribas Nordic Open saw record social performance.

Nearly 5.1 million organic views across Instagram and TikTok during the tournament week.
Reach increased by more than 410% compared to 2024.
The tournament engaged not only fans inside the Royal Tennis Hall, but a much wider audience who followed the experience digitally.

“The collaboration with IngagerSports gave us a fantastic lift. We’ve reached wider than ever before and engaged a new audience in a way that truly strengthens the BNP Paribas Nordic Open brand,” says Rasmus Hult, CEO of BNP Paribas Nordic Open.

The result: the tournament became not just something you attend, but something you follow.