ATP Media, the men’s tennis tour’s in-house media business, has announced a partnership with Japanese technology and media conglomerate Sony to enhance the sport’s coverage.
The agreement will see ATP Media and Sony introduce innovations to the ATP Tour’s global broadcast coverage and OTT service, Tennis TV, to enhance the fan experience and engagement, including developing a new Tennis TV mobile app to be launched in early 2026.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
The partnership will focus on leveraging AI, data, and new content formats to create richer storytelling across all ATP Tour platforms via Sony’s sport businesses, including Hawk-Eye Innovations, Beyond Sports, Pulselive, KinaTrax, and STATSports, as well as Sony’s professional services.
Mark Webster, chief executive of ATP Media, commented: “Sony’s expertise, particularly in real-time tracking and augmented reality through Hawk-Eye, directly aligns with our mission to deliver the most compelling and innovative coverage possible.
“This strategic alliance is designed to elevate the fan experience today while building the foundation for the future of interactive tennis content.”
The deal starts this week at the 2025 ATP Finals in Turin, Italy, with coverage of the tournament featuring Hawk-Eye Innovations’ HawkAR for the first time.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataATP Media said the integration of HawkAR insights will allow fans to visualise new performance statistics to better understand and appreciate the power, speed, and athleticism of the players.
The finals will also feature Hawk-Eye’s HawkVISION immersive product, having already been tested at ATP Masters 1000 events in Miami and Madrid. HawkVISION uses low-profile cameras to give viewers a unique on-court perspective that mirrors what players see during the game.
HawkVISION will be integrated across all nine ATP Masters 1000 events and the ATP Finals in 2026.
Michael Markovich, chief commercial officer at Sony’s sports businesses, said: “We have a long-standing, strong and collaborative partnership with ATP Media and are incredibly excited to now operate with a strategic lens, aligned vision and joint energy towards the next generation of content to tennis fans around the world.”
