ATP tour
ATP and Overtime are expanding their partnership to bring tennis fans of the next generation closer together than ever
Groundbreaking partnership extended until 2026
March 9, 2026
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 the next generation of fans worldwide.
Building on the success of 2025, a year in which Overtime helped grow the ATP’s social channels with more than one million followers, the renewed partnership will expand to more tournaments in more countries in the 2026 season. Overtime creates intimate, player-led short-form content that takes a behind-the-scenes look at ATP Masters 1000, ATP 500 and ATP 250 events. It offers fans a year-round glimpse into Tour life and player personalities, as well as new formats to preview and recap tournaments.
The content will be distributed via Overtime’s dedicated Instagram and TikTok channels and the ATP’s social channels, designed to connect sport and culture while reaching a new generation of fans.
The first year of the ATP’s partnership with Overtime generated more than 80 million views on TikTok and Instagram, powered by dynamic, social 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 to the sport and especially to the players is at the heart of everything we do. In 2025, we saw first-hand how this style of intimate, social content resonated with new and younger audiences. Our partnership with Overtime gives fans unprecedented access beyond the court, to the personalities, routines and moments that define life at the ATP. By showcasing the human side of our athletes in authentic, innovative formats, we build stronger emotional connections and ensuring that tennis continues to develop 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, 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 allows us to continue to do just that: connect the sport and its athletes in some way. next generation of tennis fans. that really resonates.”
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, including for Overtime – 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 formed NBA partnership, and most recently on the floor in Milan-Cortina for the Winter Olympics as part of its ongoing partnership with NBCUniversal.
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