The Association of Tennis Professionals (ATP) has expanded its global content partnership with TikTok, strengthening a collaboration aimed at accelerating tennis’ digital growth and attracting the next generation of fans through creator-led storytelling, athlete-driven content and enhanced social engagement.
The renewed agreement builds on a partnership launched in 2025 and reflects the ATP’s broader strategy of leveraging emerging digital platforms to grow audience reach beyond traditional broadcast audiences. As younger sports fans increasingly consume content through short-form video and social media, the ATP is positioning TikTok as a key pillar of its fan engagement ecosystem.
A central element of the expanded partnership is the ATP’s adoption of TikTok’s GamePlan platform, which provides sports organisations with data-driven insights and content strategies designed to optimise audience growth and engagement. The platform will support the ATP’s efforts to strengthen fan connections across its year-round global calendar while increasing visibility for players, tournaments and commercial partners.
The agreement will also see the expansion of the ATP’s “On Tour With” creator programme, providing a wider network of digital creators with behind-the-scenes access at tournaments worldwide. Through exclusive access to players, training environments and off-court experiences, creators will produce content designed to bring fans closer to the personalities and stories that drive professional tennis.
In parallel, the partnership will continue to support player-led content initiatives, enabling athletes to build stronger personal brands and engage directly with audiences through authentic, social-first storytelling.
Andrew Walker, ATP Senior Vice President, Brand & Marketing, said, “TikTok has become a powerful destination for tennis culture and conversation. Through our partnership, we’re using these moments to empower our players, energise fans and deepen engagement with our sport. TikTok GamePlan allows us to drive tune-in and long-term fan growth by tapping into second-screen behaviour, creating a central hub where fans can follow the Tour across the season.”
Rollo Goldstaub, TikTok’s Global Head of Sport, added, “TikTok is redefining how fans experience tennis, turning every moment into an opportunity for discovery, connection and community. Together with the ATP, we’re bringing fans closer to the energy of the Tour through authentic storytelling, athlete engagement, creator access and a dynamic destination that celebrates tennis both on and off the court.”
The expanded collaboration follows the launch of the Tennis Creator Network and further reinforces TikTok’s growing presence within global sport, where it has established partnerships with major properties including FIFA, LALIGA, the Saudi Pro League, Juventus, DAZN and the Aston Martin Aramco Formula One Team.
For the ATP, whose commercial partner portfolio includes brands such as EQT, Overtime, Infosys, Rolex, Nitto, Lexus and Yokohama, the partnership represents another step in its efforts to modernise tennis consumption and unlock new commercial opportunities through digital fan engagement. As sports organisations increasingly compete for audience attention across multiple platforms, creator-driven content is becoming an increasingly valuable tool for sustaining relevance and driving long-term fan growth.
