From November 12th to 19th, 2023, the NITTO ATP Finals were held, featuring the top eight finalist players worldwide competing for the third time at the Pala Alpitour in Turin! The booths of Visit Piemonte and Turismo Torino e Provincia entertained the audience at the Fan Village through respective projects of a Gaming Room and of a Social Room, a space for sharing and creative expression. The activity carried out by Visit Piemonte, aimed at promoting sports activities available in the region, stood out for a VR experience accessible to users following profiling. The enertainment curated by Turismo Torino e Provincia helped increase the hype of  the event by encouraging the audience to create and publish spontaneous contributions with the official hashtag #torinotheplacetobe, which were later displayed on a LED wall "Social Wall" located inside the booth, with the aim of enhancing the sense of belonging to the sports event. The activities, coordinated by a team of animators, generated strong engagement, significant growth of the fanbase and record leads.