ATP and Overtime Expand Partnership to Bring Next-Gen Tennis Fans Closer Than Ever | ATP Tour
ATP Tour
ATP and Overtime expand partnership to bring Next-Gen tennis fans closer than ever
The successful partnership was renewed in 2026
March 09, 2026
The ATP and Overtime today announced a renewed partnership for 2026, following the success of the first year that generated more than 80 million views and accelerated the ATP’s connection with the next generation of fans around the world.
Building on the success of 2025, a year in which overtime contributed to ATP’s public channels growing by more than a million fans, the renewed partnership will expand to include more tournaments in more countries during the 2026 season. Overtime it will create intimate player-led short-form content that takes place after the ATP Masters 1000, ATP 500 and ATP 250 events. It will give fans a year-round view of life on the Tour and player personality, as well as new formats for tournament previews and replays.
The content will be distributed across Overtime’s dedicated Instagram and TikTok channels as well as ATP’s social channels, designed to combine sports and culture while reaching a new generation of fans.
The first year of the partnership between 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 other tour greats. More than half of all views came from young fans, with 67 percent of viewers under the age of 35, underscoring the impact of the partnership in connecting the ATP with a younger audience.
Eno Polo, CEO of ATP, said: “Connecting fans to sports and, most importantly, players is central to everything we do. In 2025 we saw firsthand how this style of social-first content is affecting new and younger audiences. Our partnership with Overtime gives fans unprecedented access off the court, in person, to the ATP that shows the lifestyle in a moment. Our athletes in authentic, new formats, we create strong connections emotionally and we are making sure that 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 the athletes genuinely want to appear and be with us, and the fans trust us to deliver something real. That kind of authenticity is rare, and it is what turns the content into a real fandom that surpasses the TP highlights – the exact extension that connects us to the press conference. sports and its athletes and the next generation of tennis fans in truly touching ways.”
The renewed partnership builds on a series of fan-focused initiatives launched by the ATP. In 2025, 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 identity, all designed to grow ATP’s global audience and deepen engagement with the next generation of fans.
The renewal also comes at an unprecedented time of overtime – when the company has been dominating the cultural discourse in all sports series from the NFL’s Radio Row in San Francisco during the Super Bowl to the All-Star Weekend in Los Angeles to start their newly formed partnership of the NBA, and recently it was on the field in Milan-Cortina in collaboration with NBC for the winter NBC.
