The ATP has teamed up with Overtime to deliver behind-the-scenes tennis content aimed at millennial and Gen Z/Alpha audiences.

• This partnership will see new Overtime tennis platforms launched across social media, featuring popular Overtime talent and some of the biggest names in the sport.

• Overtime boasts 100M+ followers and generates billions of views per month, making it a key player in reaching younger sports fans.

• Short-form content will feature exclusive, behind-the-scenes access to ATP Tour stars, with coverage spanning ATP Masters 1000 events, the Nitto ATP Finals, and the Next Gen ATP Finals.

• The ATP and Overtime will also explore longer-form content and new series to further engage younger audiences worldwide.

Why It Matters

Like many traditional sports, tennis faces the challenge of engaging younger audiences who consume content in shorter, more dynamic formats. Partnering with Overtime—a digital-first brand that has built a massive youth-focused following—gives the ATP direct access to this demographic.

For Overtime, this follows partnerships with the NFL and NBC around their Olympic coverage and a recently signed a partnership with the NWSL. This deal helps position them as a true multi-sport media property, further increasing their credibility beyond basketball.

For leagues, the shift toward digital-first storytelling is now essential. Expect more traditional properties to tap into creator-led platforms to stay relevant, modernise their content strategy, and secure the next generation of fans.