Tennis News: ATP and TikTok Announce a Global Content Partnership

TikTok creators will team up with ATP players to motivate future tennis enthusiasts.

TikTok and the ATP Tour announced a worldwide strategic content alliance today, focusing on engaging Gen Z and Millennial fans with compelling stories about ATP athletes and tennis through creator partnerships and fresh content ideas.

This partnership highlights the shared commitment of both parties to:Enhance the fan experience, attract new audiences to the sport, and strengthen the connection between the ATP Tour, its players, events, and global fanbase.

The collaboration will be centered around two main pillars:

Player Participation:Empowering more ATP athletes to build their presence on TikTok and offer fans exclusive behind-the-scenes access to tournaments.

Tennis Creator Network:Identifying and supporting TikTok creators as they produce engaging content around ATP Masters 1000 events and other ATP Tour tournaments.

TikTok and the ATP Tour will also invite TikTok creators from each ATP Masters 1000 host city to the Nitto ATP Finals, where they will showcase the event from unique perspectives and collaborate with broadcasters, players, and organizers.

Here are some thoughts shared by key figures—

“Tennis is currently thriving on TikTok. Players like Alcaraz, Shelton, and Djokovic are connecting with growing fan communities by sharing authentic, dynamic content that highlights their personalities, turning the sport into a blend of competition and entertainment,” said TikTok’s Global Head of Sports Partnerships, Rollo Goldstaub. “Partnering with the ATP Tour allows us to deliver the very best men’s tennis content to fans worldwide, encourage more athletes to tell their stories, and drive the cultural impact of tennis on TikTok.”

“We’re excited to work with TikTok to further expand the global fanbase for ATP, its players, and tournaments,” said Andrew Walker, ATP Tour Senior Vice President of Brand & Marketing. “This strategic content partnership with TikTok aligns with current audience trends, places ATP at the intersection of sport and culture, and helps create distinctive content for our players and events.”

The TikTok-ATP partnership builds on ATP’s collaboration with Overtime and the ‘Little By Little’ brand campaign, developed by global creative agency Wieden+Kennedy, underscoring ATP’s commitment to fan-focused partnerships and creative storytelling.

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