ATP and Overtime expand partnership to bring next generation of tennis fans closer than ever before ATP Tour
ATP Tour
ATP and Overtime expand partnership to bring next generation of tennis fans closer than ever
Groundbreaking partnership renewed in 2026
March 9, 2026
The ATP and Overtime today announced the renewal of their partnership through 2026, achieving breakthrough results in the first year with over 80 million views and accelerating ATP’s connection with the next generation of fans around the world.
Building on the success of the year, Overtime added more than 1 million followers to the ATP’s social channels in 2025, and the new partnership will expand to cover more events in more countries during the 2026 season. Overtime will produce intimate, player-led short-form content that goes behind the scenes of the ATP Masters 1000, ATP 500 and ATP 250 events. It will provide fans with a look at tour life and player personalities throughout the year, as well as a new format for previewing and reviewing matches.
The content will be distributed via Overtime’s dedicated Instagram and TikTok channels, as well as ATP’s social channels, with the aim of bridging sport and culture while engaging a new generation of fans.
In the first year of the ATP and Overtime partnership, the campaign generated more than 80 million views on TikTok and Instagram, driven by dynamic, social-first content from the likes of Novak Djokovic and many tour celebrities. More than half of the views came from new fans, with 67% of viewers under the age of 35, highlighting the impact of this partnership in connecting the ATP with younger audiences.
Eno Polo, CEO of ATP, said: “Connecting fans to the sport and most importantly the players is at the core of everything we do. In 2025, we saw firsthand how this kind of social-first, intimate content resonates with new and younger audiences. Our partnership with unprecedented time gives fans defined access beyond the court to the personalities, daily routines and moments of ATP life.
“The next generation doesn’t just watch sports, they care about the people and the stories,” said Farzeen Ghorashy, president of Overtime. “What sets Overtime apart is that athletes genuinely want to be around us and be authentic, and fans trust us to deliver something authentic. That kind of authenticity is so rare, and it’s what transforms content into a true fan base that goes beyond traditional highlights and press conferences. The expansion of ATP allows us to continue to do that, connecting the sport and its athletes to the next generation of tennis fans.”
The new partnership builds on a series of fan-focused initiatives launched by the ATP. In 2025, the ATP announced global content partnerships with TikTok and Spotify, launched a new global marketing campaign “It All Adds Up” developed by Wieden & Kennedy, and launched a new ATP brand identity, all designed to expand the ATP’s global audience and deepen engagement with the next generation of fans.
The renewal also comes at a time of unprecedented momentum for Overtime, which has dominated the cultural conversation across sports, from NFL Radio Row in San Francisco during the Super Bowl, to launching a new partnership with the NBA during All-Star Weekend in Los Angeles, and most recently the Winter Olympics in Milan-Cortina as part of its ongoing partnership with NBCUniversal.
