Men's tennis' top-tier ATP has launched a new online and mobile fantasy game in collaboration with long-time partner Deltatre, the video streaming and technology firm.
ATP Fantasy will enable fans to create a team of eight players within a budget of 100 'credits,' with the price of each player based on the ATP's ranking system. As the current world number one, Carlos Alcaraz is the most expensive ATP player in the game.
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The game launch comes as the ATP looks to increase its appeal amongst a younger generation, which has formed a key pillar of its overall strategy for several years. Other initiatives based around this goal include content partnerships with brands such as TikTok and Spotify, the ATP's "Athlete Arrivals fashion initiative," and the organization's overall new brand identity.
A partnership along similar lines was renewed and expanded earlier this month with youth-focused US sports media company Overtime, meanwhile.
A variety of ATP Tour broadcast partners, as well as tennis-centric content creators, will also produce content and stage their own ATP Fantasy leagues in order to bring greater fan interest to the new project.
Prizes for fans include merchandise from both the ATP Store and from the ATP's list of official commercial partners, while tickets to 2027 ATP Tour events will also be on offer.
Andrew Walker, senior vice president for brand and marketing at the ATP, has said: "ATP Fantasy gives fans a new way to interact with the ATP and connect with players and tournaments across the entire season, while opening a fresh entry point for the next generation of tennis fans to experience our sport.”
Meanwhile, former ATP player Dominic Thiem becomes the official fantasy coach for the ATP.
The 2026 season for ATP Fantasy runs between April and November, taking in 23 tournaments – from the Monte-Carlo Masters to the Paris Masters.
The season features four 'swings' of tournaments – Clay Season, Grass Season, North American Hard Court, and Race to ATP Finals.
Delatre's chief revenue officer, Peter Bellamy, added: "This direct-to-consumer Fantasy deployment demonstrates how the right mix of content, data, technology, and community can underpin the acquisition of untapped demographics and create a new layer of fan engagement for growth and retention."
Deltatre and the ATP only recently unveiled an addition to their tie-up, which first began in 2017.
A new deal, covering broadcast graphics, data, and production across the 2026 ATP Tour, was unveiled earlier this month.
That partnership was first illustrated at March's BNP Paribas Open in Indian Wells, where Deltatre deployed automated data-driven TV graphics across all outside courts, a new broadcast graphics package, and Drone AR (Augmented Reality) graphics, with the technology controlled by a remote team based in London, UK.
