What's tennis got to do with it?
September 2019

Using strategy to improve your game

Impagination September 2019 Newsletter Photo Credit: Tennis Canada


I had the pleasure of attending the Rogers Cup tennis tournament, held in Canada every year. It's the third oldest tournament, behind only Wimbledon and the US Open. And Canadians made quite their mark!

In Toronto, we watched Canada's top two women's players face off against each other — Bianca Andreescu, this year's Rogers Cup champion, the first Canadian woman to win in 50 years; and Eugenie Bouchard, the first Canadian female tennis player to be ranked in the top five in singles. The match between Bouchard and Andreescu made sports headlines across Canada.

Meanwhile, in Montreal, at the Rogers Cup Canadian Open men's tennis championships, another pair of Canadian superstars competed against each other — at the time of writing, Felix Auger-Aliassime, a teen tennis player ranked 19 in the world and the #1 male player in Canada; and Vasek Pospisil, who has a career-high World singles ranking of 25, and No. 4 in doubles.

What I love about watching brilliant tennis athletes compete is seeing the different strategies they use. It brings to mind the similarities between what they're doing on the court and great business marketing strategies. The parallels are fascinating — and I took notes about what businesses can learn from tennis players to improve their marketing game!


At Impagination, we help clients determine the most effective 'plays' to use to improve their marketing. It varies from client to client, depending on their business objectives, their unique style and natural strengths. In this blog, we compare on-the-court tennis strategies to marketing strategies that can help you 'improve your game'.

Warm regards,

Laural Carr, Founder and Creative Business Development Director at her Toronto-based strategic marketing firm, Impagination Inc., she is an award-winning marketer and creator of the Impact Formula™ and Persona Maker™ Approach. She is passionate about helping smart savvy businesses find their next best client and boost business fast.

Impagination Inc. builds smart, targeted strategies to differentiate your services and streamline business development efforts to focus on easily finding more clients like your best clients. Our secret sauce is how we uniquely tailor the strategy and the message to be easy to execute and customized for the persona of the people who drive the business. www.impaginationinc.com