The ATP and TikTok have officially launched the Tennis Creator Network, a global creator initiative that debuts this week at the 2025 Nitto ATP Finals.
The program brings together a roster of dynamic TikTok creators from around the world, giving them unprecedented behind-the-scenes access to the season finale in Turin and opportunities to connect fans with the sport’s biggest stars.
Connecting creators, players and fans
Tennis Creator Network represents the home markets of the nine ATP Masters 1000 tournaments and includes leading voices like @kanoaigarashi (Indian Wells), @jeannemm5 (Monte-Carlo), @rafaelescrig (Madrid), @sespo, @luca.campolunghi (Rome), @yuvirayz (Toronto/Montreal), @gabesco (Cincinnati), @之昊Will (Shanghai) and @championsdudigital (Paris), including Miami to be confirmed. Collectively, the group reaches more than 25 million followers on TikTok.
Each creator follows a tiered journey during the Nitto ATP Finals, from media day and red carpet moments to practice sessions and post-match content opportunities – interacting with players and capturing the finals through their unique storytelling lens.
A fresh look at the Nitto ATP finals
Throughout the week, creators will share content across their own channels, ATP Tour official platforms and tournament platforms, including TikTok takeovers and mini TikTok documentaries. The initiative aims to provide authentic, creator-driven perspectives that bring new energy to tennis storytelling and connect with emerging audiences.
“These creators represent a global community that lives and breathes digital culture,” said David Slade, Senior Director, Digital Strategy and Content, ATP Tour. “By providing access to one of our sport’s biggest stages, we are creating a powerful bridge between tennis and the next generation of fans.”
“We are thrilled to see the ATP Tennis Creator Network come to life,” said Rollo Goldstaub, TikTok’s Global Head of Sports Partnerships. “With players like Alcaraz, Shelton and Djokovic, and a community of dedicated fans on the platform, tennis is thriving on TikTok. Together with ATP, this program allows creators to showcase the sport from their perspective and make it an even bigger part of global culture.”
Continue the journey
The Tennis Creator Network is a core part of ATP and TikTok’s ongoing global content partnership, launching in August 2025. It builds on ATP’s creative storytelling initiatives, including collaborations with Overtime and the ‘It All Adds Up’ brand campaign, developed with Wieden+Kennedy.
In 2026, the selected creators will also collaborate with the ATP Masters 1000 tournaments they represent, expanding stories and connecting with fans throughout the ATP Tour season. Additional creators will work with select ATP 500 and ATP 250 tournaments to maximize promotion across the entire ATP ecosystem.
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