How Vecton Led ATP Through a Complex Migration to Bloomreach
As governing body of the ATP Tour and Challenger Tour, the ATP entertains a billion global fans, showcases the world’s greatest players at prestigious tournaments, and inspires the game’s next generation. From the United Cup in Australia, to Europe, the Americas and Asia, the stars of the game battle for titles and PIF ATP Rankings points at ATP Masters 1000, 500 and 250 events, and Grand Slams. All roads lead to the Nitto ATP Finals, the ATP’s prestigious season finale held in Turin, Italy. Featuring only the season’s best 8 singles players and doubles teams, the tournament sees the crowning of the year-end ATP World No. 1, presented by PIF, the ultimate achievement in tennis.
ATP is responsible for global fan communication - covering tournaments, rankings, players, match results, and special initiatives. The scale of the organisation’s operations means working across multiple time zones and managing a complex data and digital communications environment.
ATP made a strategic decision to implement Bloomreach Engagement as part of its broader commitment to digital innovation and fan-first thinking. The goal was to build a more advanced CRM environment - one that would enable communication personalisation, and strengthen fan engagement worldwide.
The project was complex for several reasons. ATP operates fan communication at a global scale, manages multiple types of newsletters, campaigns and automations, and relies on numerous sign-up sources and varied marketing consent models. The migration covered full historical data, active communication scenarios, and integrations with other systems. The team’s objective was to carry out the migration without interrupting or disrupting fan communication in any way.
The timeline was also a key factor. The entire migration was planned to take approximately three months, with the critical switchover scheduled before the year’s end and at the peak of mailing activity.
The project required close collaboration between internationally distributed Product and Marketing teams spread across multiple time zones.
At the heart of the project were Fans - their preferences, interaction history, and the expectation that communication would remain consistent and regular, regardless of any technological change.
Solution
ATP selected Vecton as its supporting partner for the entire migration project.
The starting point was a comprehensive audit. Vecton analysed data, sign-up and opt-out sources, systems, processes, and automations. This formed the basis for detailed documentation of the current state and a migration plan.
A key project milestone was a coherent target CRM architecture developed by Vecton. The proposed architecture ensured data consistency, security, and clear system accountability - providing solid foundations for the development of ATP’s CRM environment at global scale. Together with the architecture, ATP received a structured implementation roadmap, a shared vision, clear priorities, and transparent collaboration principles.
Migration is a complex process that demands precise management. Vecton developed a plan covering the sequence of tasks, implementation stages, and dependencies between systems and teams. They defined milestones, assigned responsibilities, and actively managed risk. As a result, ATP had full visibility of progress at every stage and confidence that the project was on track.
An important element of the project was the warmup process for the new mailing domain. The purpose of a warmup is to gradually build sender reputation and ensure high email deliverability. Vecton planned the entire process and, throughout its execution, analysed results in real time by microsegments. They identified high-risk recipient groups and distributed send volumes over time to minimise the risk of hard bounces and domain reputation issues. The process was completed successfully, and ATP transferred its full send volume to Bloomreach as planned.
Vecton coordinated the project in a three-party model, working closely with ATP and Bloomreach. The team maintained written communication and held regular status meetings, enabling effective collaboration despite time zone differences across three continents.
The decisive moment came just before the holiday period, when the ATP Product team - supported by Vecton - switched sign-up forms to the new Bloomreach API integration. Vecton ensured that all automations, sign-up and opt-out processes, and mass communication continued to operate without interruption.
Vecton brought clarity and structure to our complex, global migration. Their architectural approach, transparency and disciplined execution allowed us to commit to, and deliver the project within an ambitious timeframe.
Justin Fyles
Director, Product, ATP
This migration to Bloomreach Engagement demonstrated that even a complex CRM project within a global organisation can be executed smoothly and quickly - provided it is well planned, properly managed, and led by a partner who understands both the technology and the organisation’s perspective.
Vecton brought to the project not only architectural and technical expertise, but above all a project management approach that gave ATP full control over the change process. The organisation entered its new CRM environment with a solid foundation for future growth - without disruption, and on schedule.
Vecton combined strong technical expertise with decisive project leadership. They guided our teams with confidence and ensured that every milestone was achieved as planned.
Aj Basnet
Product Owner, Audience‑Facing, ATP
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