ATP Media retains digital agency partner LiveWire
ATP Media, the media arm of the men’s professional tennis tour, has agreed a two-year extension to its partnership with LiveWire Sport, the UK-based digital agency that helps drive the social media strategy of its live streaming service Tennis TV.
LiveWire has worked with the tour since the start of 2017, providing consultancy, KPI-driven insights and creative services aimed at raising the profile of the Tennis TV social media channels.
The results for last year show an increase of more than 50 per cent in social media followers, with the figure having since reached 2 million, and growth of 110 per cent in engagements and 70 per cent in video views (to 430 million).
ATP Media and LiveWire have also won or been nominated for various awards in the sports industry.
Tennis TV is said to have benefited in particular from efforts by ATP Media to engage its broadcasting partners in bespoke social media content delivered via the ATP Media Portal.
Stuart Taylor, ATP Media’s director of consumer services, said: “We’re committed to staying ahead of the curve and engaging with tennis fans worldwide to help to increase awareness of the ATP Tour with innovative video content at the centre of our social media strategy.
“LiveWire Sport has been instrumental in this process, helping to execute the strategy and continuing to assist our internal team to drive this growth year on year, which has gained industry recognition. We are excited about the next stage of the success story.”
Other LiveWire clients include English soccer's Premier League, the Wimbledon tennis championships, UK commercial broadcaster Channel 4, NFL International, World Rugby, the International Cricket Council and DHL, the logistics giant.