The ATP Tour has announced a new global content partnership with TikTok, designed to expand tennis’s reach among younger audiences and position the men’s circuit at the intersection of sport and culture.
The collaboration will see TikTok creators produce short-form content across ATP Masters 1000s and other ATP Tour events, offering fans behind-the-scenes access and new ways to engage with players.
Two Pillars of the Partnership
The initiative focuses on two strategic pillars:
- Player Engagement
- Exclusive behind-the-scenes content showcasing athletes beyond the court.
- Fans gain closer access to personalities, training routines, and off-court moments.
- Tennis Creator Network
- A program to identify and support TikTok creators across key ATP markets.
- Creators will attend tournaments, including the ATP Finals, producing content that blends sport, entertainment, and cultural storytelling.
Leaders’ Vision
ATP Tour’s Andrew Walker, SVP of Brand & Marketing, explained:
“This strategic content partnership with TikTok builds on current trends, places ATP at the forefront of the intersection of culture and sport, and creates discoverable content that cuts through for both players and tournaments.”
TikTok’s Rollo Goldstaub, Global Head of Sports Partnerships, added:
“Tennis is in full swing on TikTok right now. Players like Alcaraz, Shelton, and Djokovic are connecting with growing fan bases by showing their real personalities. Partnering with the ATP Tour allows us to scale that engagement globally.”
Why This Matters?
The ATP x TikTok partnership underscores how sport is evolving to meet new consumption habits:
- Short-form dominance → Gen Z and Millennials increasingly consume highlights, behind-the-scenes clips, and personality-driven content rather than full matches.
- Athletes as storytellers → Tennis stars are expected to share their off-court lives, connecting fans through relatability as much as results.
- Cultural crossover → TikTok positions tennis within broader entertainment trends, ensuring the sport cuts through beyond traditional sports media.
- Global reach → By leveraging TikTok creators in multiple markets, the ATP can scale fan acquisition in regions where tennis coverage is traditionally less visible.
365247 Takeaway
The ATP’s partnership with TikTok is more than a media deal — it’s a strategic pivot toward cultural positioning. For tennis to thrive with younger audiences, it must be discoverable, relatable, and embedded in the digital platforms where those fans spend their time.
At 365247 Consultancy, we help rights holders, leagues, and brands design strategies that go beyond broadcast — building digital ecosystems and creator-led campaigns that drive engagement and long-term fan growth. Let’s talk
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