Jungle uses tennis codes to communicate its sponsorship of the Mutua Madrid Open 2026

Jungle debuts as the official sponsor of the Mutua Madrid Open 2026 tennis tournament with Tennis meets Business, three pieces that explore the parallels between professional tennis and corporate culture. The project seeks to communicate the consultancy firm’s partnership with the Madrid tournament through an audiovisual project that transfers the codes of sport to the business environment.

The 30-second films recapture the aesthetics of the 1990s office and create a recognisable atmosphere: Venetian blinds, carpets, CRT monitors and sober furniture. In this context, everyday gestures and objects—a metal pointer, the sound of a vending machine, or the rhythm of a graph projected on a screen—are integrated into a sound choreography that evokes the classic sound of a ball on a tennis court.

The performances culminate with the claim Tennis meets Business, a conceptual synthesis that connects the precision and tempo of professional tennis with the rigour and structure of corporate culture. The campaign thus proposes a brand territory where both universes coexist under the same 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, which includes three 30-second pieces filmed by the production company Tabaco. These will be shown on the consultancy’s digital channels and on the Mutua Madrid Open’s social media accounts. The props used in the filming of the campaign—cans, screens, and prints—will be available at jungleoffsite.com.