The ATP and Spotify are working together on a global content collaboration focused on fan engagement and programming on the platform. The initiative aims to inspire and engage the next generation of fans through engaging content and behind-the-scenes access.
As part of this partnership, the ATP will work with Spotify to distribute original tennis programming that brings fans closer to the sport. The collaboration will begin prior to the Nitto ATP Finals in Turin, the ATP Tour’s season-ending championship, with episodic content on Spotify and will continue through the 2026 season. One of the first projects will be a behind-the-scenes documentary on the 2025 Nitto ATP Finals, premiering in December.
The initiative will feature a range of platform content that celebrates the intersection of tennis and culture within the ATP ecosystem, highlighting athletes, tournaments and moments that showcase the energy and personality of the game.
With consumption of sports video content on Spotify increasing by more than 250% and overall video consumption increasing by 80% since the start of 2025, fans are increasingly turning to the platform for new ways to experience sports. Tennis, with its global audience, iconic athletes and world-class events, provides a powerful space for storytelling, entertainment and fan engagement.
“Spotify is a best-in-class platform with a passionate, global audience, and we’re excited to bring ATP storytelling to life through this partnership,” said Andrew Walker, Senior Vice President of Brand and Marketing, ATP Tour. “This partnership allows us to create new content experiences that resonate with fans, showcase our athletes in new ways and invite new audiences to the sport.”
“Fans today want to connect with the moments and personalities that define sports,” said Roman Wasenmüller, VP, Head of Podcasts at Spotify. “Working with the ATP is about giving fans deeper access to the stories and energy that make tennis one of the most fascinating sports in the world.”
This partnership builds on continued innovation in ATP’s digital and content strategy, including recent global collaborations with TikTok, Overtime and the launch of the ‘It All Adds Up’ brand campaign, developed with global creative agency Wieden+Kennedy, along with the launch of ATP’s new logo and brand identity.
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