ATP & Overtime expand partnership to bring Next-Gen tennis fans closer than ever

Breakthrough partnership renewed for 2026

ATP

By Press Release

The ATP and Overtime today announced a renewed partnership for 2026, following a breakthrough first year that generated more than 80 million views and accelerated the ATP’s connection with next-generation fans worldwide.

Building on the success of 2025, a year in which Overtime contributed to the ATP’s social channels growing by more than one million followers, the renewed partnership will expand to cover more tournaments in more countries across the 2026 season. Overtime will create intimate player-led short-form content that goes behind the scenes at ATP Masters 1000, ATP 500 and ATP 250 events. It will provide fans with a year-round look at life on the Tour and player personalities, as well as new formats to preview and recap tournaments.

The content will be distributed across Overtime’s dedicated Instagram and TikTok channels and the ATP’s social channels, designed to bridge sport and culture whilst reaching a new generation of fans.

The first year of the partnership between the ATP and Overtime generated more than 80 million views across TikTok and Instagram, driven by dynamic, social-first content featuring the likes of Carlos Alcaraz, Novak Djokovic and many of the Tour’s biggest personalities. More than half of the total views came from new fans, with 67 percent of viewers under the age of 35, underscoring the partnership’s impact in connecting the ATP with younger audiences.

Eno Polo, CEO of the ATP, said: “Connecting fans with the sport and, most importantly, the players is central to everything we do. In 2025 we saw firsthand how this style of intimate social-first content resonated with new and younger audiences. Our partnership with Overtime gives fans unprecedented access beyond the court, into the personalities, routines and moments that define life on the ATP. By showcasing the human side of our athletes in authentic, innovative formats, we’re building stronger emotional connections and ensuring tennis continues to evolve for a new generation.”

Farzeen Ghorashy, President of Overtime, said: “The next generation doesn't just watch sports - they follow people and stories. What makes Overtime different is that athletes genuinely want to show up and be themselves with us, and fans trust us to deliver something real. That kind of authenticity is rare, and it's what turns content into real fandom that goes beyond traditional highlights and press conferences. This expansion with the ATP lets us keep doing exactly that - connecting the sport and its athletes with the next generation of tennis fans in ways that truly resonate.”

The renewed partnership builds on a series of fan-focused initiatives introduced 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 unveiled a new ATP brand identity, all designed to grow the ATP’s global audience and deepen engagement with the next generation of fans.

The renewal also comes during a period of unprecedented momentum for Overtime as well - where the company has dominated the cultural conversation across the sports spectrum from the NFL’s Radio Row in San Francisco during the Super Bowl to All-Star Weekend in Los Angeles to kick off their newly minted NBA partnership, and most recently on the ground in Milan-Cortina for the Winter Olympics as part of its ongoing collaboration with NBCUniversal.

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