Copyright © 2016. No duplication is permitted without permission from Bob Larson Tennis.

John McEnroe is the spokesperson for the BNP Paribas ‘fan academy’ campaign, which aims to promote spectator involvement in the game.

McEnroe, dressed as a sergeant, is pictured in the advertising campaign with a loudspeaker. The campaign has been used at 16 tournaments, and is prominent at the BNP Paribas Open at Indian Wells.

It also involves on-site activities, with McEnroe gathering groups of fans during matches and leading them through cheers.

“I like the idea behind it,” McEnroe said, adding that efforts were required to “make the sport more exciting.”

“We have a great product, I believe, but I think fan involvement is important.”

The initiative is part of the company’s broader tennis-themed campaign. BNP Paribas, one of the largest sponsors in tennis, has also used the ‘fan academy’ at Davis Cup, Fed Cup, and the BNP Paribas Masters.

The French bank, which also owns some local banking companies, is the title sponsor at Indian Wells.

McEnroe also holds the McEnroe Challenger for charity at the event, which raised $80,000 this year.

Copyright © 2016. No duplication is permitted without permission from Bob Larson Tennis.