TASK

Complementing the Prudential Hong Kong Tennis Open, the Prudential NextGen Aces event spotlighted elite athletes across generations. In 2025, the event featured Andre Agassi, tennis legend and Founder of Andre Agassi Foundation for Education; Aryna Sabalenka, WTA World No. 1 (Women’s Singles); and Anna Kalinskaya, WTA Ranked Tennis Player (Women’s Singles & Doubles), bringing together three icons to explore themes of personal growth, resilience, and high performance — with a focus on the value of mentorship in shaping rising talent. PLUG was honoured to support the media roundtable and interview panel with Sabalenka and fireside chat with Agassi, as well as content creator and influencer invites for the exclusive on-court session.

EXECUTION

Specialized Pitching and Press Outreach – To drive coverage commensurate with the scale of the celebrity at this event, we developed a press kit to secure highly desirable 1:1 interviews with top-tier media and esteemed journalist attendees at the media roundtable

RESULTS

• 80 pieces of secured coverage with 15M+ PR value

• Nearly 200 pieces of newswire coverage (4.5M+ PR Value)

• Over 30 pieces of KOL coverage (1M+ PR Value)

• Top-tier 1:1 interviews in GQ, SCMP Post, TVB, Agence France-Presse (AFP) secured for Sabalenka and Agassi

• Secured full attendance at Media Roundtable from key media including #legend, MilkX, Vogue, ELLE Men, Campaign Asia and more