ATP Media, the men’s tennis tour’s in-house media business, has announced a new three-year global partnership with technology company L1VE.
The agreement, which runs from October 1, 2026, to December 31, 2028, designates L1VE as the official immersive partner of ATP Media.
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The tie-up grants L1VE worldwide immersive live rights to the main events as well as highlights and replays across nine ATP Masters 1000 tournaments, the ATP Finals, and ATP 500 and ATP 250 events.
The partnership launches at the Shanghai Masters in October and three ATP events will be produced in the 2026 season, with the full rollout from 2027.
L1VE will produce each event in stereoscopic 360-degree 3D and 14K from dedicated positions inside the venue, including low and high centre baseline, a coaching pod, and a venue camera.
The company offers this through its Social Presence technology, which is a new ticketed experience that allows fans to experience immersive live sports events together from any location.
Similar to attending in person, event access is sold as a ticket rather than a subscription, with a day pass covering every centre court match that day, or a tournament pass for the full event.
The agreement follows a series of live productions delivered by L1VE during the 2026 season, including at the ATP Masters 1000 events in Miami, Madrid, and Rome and at the ATP 250 in Stuttgart, where the format was produced on site under tournament conditions.
Tom Bullock, ATP Media chief operating officer, said: “Immersive is a genuinely new way for audiences to experience our events, and it sits alongside our broadcast and streaming distribution rather than competing with it.
“Working with L1VE allows us to extend the reach of ATP Tour tennis to fans who cannot be in the stadium, while protecting the production quality and the integrity of the sport that our partners expect.”
David Morgenbesser, L1VE chief commercial officer, added: “What sets this agreement apart is its scale and its length. ATP Media has not licensed a single event to try the format out; it has licensed the tour, worldwide, for three years.
“That gives the sport a revenue line that grows as immersive grows, and it opens a place for partners and sponsors to meet fans that did not exist before.”
Founded in 2022 and headquartered in New York, L1VE created immersive live rights, a new licensable class of media rights alongside broadcast and streaming
The firm agreed a similar deal with basketball's global governing body FIBA last month to provide live broadcasts from its 3×3 competitions and was also named the official immersive partner of the Detroit Lions NFL franchise.
