Jungle draws on tennis codes to communicate its sponsorship at Mutua Madrid Open 2026

Jungle debuts as official sponsor of the Mutua Madrid Open 2026 tennis tournament with Tennis meets Business, three pieces exploring the parallel between professional tennis and corporate culture. The project communicates the consultancy's partnership with the Madrid tournament through an audiovisual project that translates sporting codes into the business environment.

The 30-second films recreate the aesthetics of a 1990s office, building a recognizable atmosphere: venetian blinds, carpets, CRT monitors, and understated furniture. In this context, everyday gestures and objects—a metal pointer, the sound of a vending machine, or the rhythm of a projected graph—are woven into a sound choreography evoking the classic sound of a ball on the tennis court.

The executions culminate with the claim Tennis meets Business, a conceptual synthesis connecting the precision and tempo of professional tennis with the rigor and structure of corporate culture. The campaign proposes a brand territory where both worlds coexist under a single aesthetic language, without resorting to explicit metaphors or added explanations.

Tennis meets Business is a project by Capital Studio, the creative studio behind Jungle's creative projects, comprising three 30" pieces shot by production company Tabaco. They will run across the consultancy's digital channels and on Mutua Madrid Open's social media. The props used in the campaign shoot—cans, screens, and prints—will be available at jungleoffsite.com.