Veritone has partnered with ATP Media in a multi-year content licensing agreement aimed at unlocking new commercial opportunities from the ATP Tour’s extensive archive of historic tennis footage, with the initial licensing programme focused on North America.
Under the agreement, ATP Media will make its archive available through Veritone’s Digital Media Hub (DMH), an AI-powered platform that enables media organisations to manage, search, distribute and monetise digital content. The partnership will give broadcasters, brands, production companies, editorial outlets and content creators access to archival ATP Tour footage for documentaries, advertising, editorial programming and other digital productions.
ATP Media’s archive spans decades of professional men’s tennis, with footage dating back to 1990 and covering ATP Tour events from around the world. The library includes match highlights, iconic moments and player-focused content, providing a significant catalogue of material that can continue to generate value long after its original broadcast.
Alan Bruno, Head of Business Development at ATP Media, said, “Every season adds new chapters to the ATP Tour’s story, but the moments that define the sport continue to resonate long after the final point. By partnering with Veritone, we’re expanding opportunities for brands, editorial outlets, content creators and all video licensees in North America to access our world-class archive, helping bring those stories to new audiences.”
Craig Caruso, Vice President of Sports Media and Commercial Partnerships at Veritone, added, “Some of the most memorable moments in sports deserve a life far beyond the live broadcast. We’re excited to work with ATP Media to connect its extraordinary archive while the sport is experiencing significant growth in the commercial, entertainment and editorial spaces.”
Veritone’s technology is designed to make large media libraries easier to commercialise by using AI-powered metadata and search capabilities to help users identify relevant footage. DMH also incorporates rights management, content delivery and licensing functionality, creating a streamlined route from content discovery to commercial use.
For ATP Media, the partnership provides an additional route to monetise existing intellectual property while broadening the potential buyer base for its archive. It also reflects a wider shift in sports media towards treating historical footage as a long-term commercial asset rather than simply a record of past events.
The agreement builds on the companies’ previous relationship, with ATP Media having been among the sports-rights holders involved in Veritone’s SPORTX video licensing marketplace launched in 2022.
