Roland-Garros Junior Series: how the FFT takes its brand around the world

Roland-Garros lasts three weeks a year in Paris. The brand, though, needs to live all year and all over the world. The Roland-Garros Junior Series by Renault are one of the French Tennis Federation’s (FFT) smartest answers to that challenge.

The idea: take the Roland-Garros experience to new countries through junior tournaments that showcase the next generation of tennis talent. Each edition is a chance to introduce the brand to new fans, in their own culture and language. Samba Digital has been a partner since 2022, first developing and producing short-form video concepts on site, then taking on full social media management.

Brazil 2025: a bilingual celebration in São Paulo

For the April 2025 edition in São Paulo, Samba Digital managed social media, content production, PR and influencer activations. The mission: connect the next generation of Latin American tennis talent to a global audience.

We built a bilingual strategy in Portuguese and English. It mixed reactive match highlights, a challenge series with ambassadors Juan Martín del Potro and Gabriela Sabatini, sponsor integrations and documentary-style storytelling.

Over one tournament week, the results were:

• 300+ posts
• 90.9M impressions
• 70.6M views
• 1.46M engagements
• 1,289 media mentions

Japan 2025: discovering Tokyo through tennis

For the October 2025 edition in Japan, we supported the FFT with its social media strategy. We raised the bar on storytelling with documentary-style production, stronger brand consistency and content showing the discovery of Tokyo.

Short vertical video was once again the main driver. On Instagram, total views doubled to reach 50M Reels views. Influencer collaborations and local activations boosted visibility while anchoring the tournament in Japanese culture.

The Japan edition delivered 100+ posts, 90M impressions, 66M views and 536K engagements.

Part of a bigger Roland-Garros strategy

The Junior Series feed into Samba Digital’s wider work with Roland-Garros. We have managed the tournament’s official TikTok account for three consecutive years. In 2026, we created dedicated LATAM content for the first time, and Roland-Garros remained the number one Grand Slam for video views, audience growth and impressions, with four times more follower recruitment than the other Grand Slams.

Why it works

• Local first. Each edition speaks the language, culture and references of its host country.
• Video-first. Short vertical formats drive the bulk of reach and engagement.
• Legends as bridges. Local tennis icons make a global brand feel close to home.

With the Junior Series, Roland-Garros doesn’t wait for the world to come to Paris. It brings Paris to the world.

Want to take your event brand global? Talk to Samba Digital.