ATP Media, the broadcast arm of the top men’s professional tennis tour, has announced a multi-year content licensing agreement with US artificial intelligence company Veritone as it looks to monetize its archive footage.
Under the deal, Veritone will enable content archiving, cloud hosting, AI processing, and licensing for a wide collection of ATP Media content including match highlights, iconic moments, player features, and archival footage from events around the world for use in North America.
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Specifically, the ATP Tour’s content will be managed by Veritone’s AI-powered Digital Media Hub to support metadata tagging, search functionality, and turnkey e-commerce capabilities, allowing licensed buyers to search ATP Media content to request and transact in one place with built-in rights management embedded.
The deal opens a new revenue stream for the ATP, with the content to be distributed across US broadcasters, production companies, and content creators in North America for use in documentaries, new programming, advertising campaigns, and digital storytelling.
Alan Bruno, head of business development at ATP Media, said: “Every season adds new chapters to the ATP Tour’s story, but the moments that define the sport continue to resonate long after the final point.
“By partnering with Veritone, we're expanding opportunities for brands, editorial outlets, content creators and all video licensees in North America to access our world-class archive, helping bring those stories to new audiences.”
For Veritone, the deal adds to its client list, having extended its partnership with the US Soccer governing body to license all audiovisual content for its national teams earlier this year.
The company also has a similar deal with US college conference Pac-12, media company Sports Illustrated, and technology firm Stats Perform.
Craig Caruso, vice president of sports media and commercial partnerships at Veritone, said: “Some of the most memorable moments in sports deserve a life far beyond the live broadcast.
“We're excited to work with ATP Media to connect its extraordinary archive while the sport is experiencing significant growth in the commercial, entertainment, and editorial spaces.”
Meanwhile, the deal adds to ATP Media’s recent activity aimed at boosting the visibility and commercial value of its tours.
Most recently, ATP Media announced a three-year global partnership with technology company L1VE, which grants the company 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 commercial arm also expanded its content partnership with social media platform TikTok to increase fan engagement, covering nine annual ATP Masters 1000 events and the season-ending ATP Finals.
