Tennis’ elite ATP Tour has announced the expansion of its content partnership with social media platform TikTok, with the continued aim of growing fan engagement.
The partnership began in August 2025, and through the first few months of the tie-up, the ATP claims that posts with the #tennis label grew in number by 25%.
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This deal has been expanded to cover all nine annual ATP Masters 1000 events and the season-ending ATP Finals, with the ATP looking to maintain a year-round ‘always son’ presence on the platform.
The two parties will continue to collaborate on the delivery of ATP athlete and tennis content to Gen Z and Millennial fans through creator collaborations under the TikTok GamePlan product suite.
Speaking on the announcement, ATP senior vice president for brand and marketing Andrew Walker said: “TikTok GamePlan allows us to drive tune-in and long-term fan growth by tapping into second-screen behavior, creating a central hub where fans can follow the Tour across the season.
“TikTok has become a powerful destination for tennis culture and conversation. Through our partnership, we’re using these moments to empower our players, energize fans, and deepen engagement with our sport.”
TikTok’s global head of sport Rollo Goldstaub added: “TikTok is redefining how fans experience tennis, turning every moment into an opportunity for discovery, connection, and community.
“Together with the ATP, we’re bringing fans closer to the energy of the Tour through authentic storytelling, athlete engagement, creator access, and a dynamic destination that celebrates tennis both on and off the court."
This news comes as broadcaster Warner Bros. Discovery (WBD) has confirmed strong viewership figures across Europe for the Roland Garros French Open men’s and women’s finals.
Pan-European streaming viewership on WBD’s HBO Max platform hit record levels, with unique viewing subscribers increasing by 5%. Video views on WBD-owned social media and digital platforms rose by 34%, and total viewing hours increased by 20%.
The men’s singles title was won by world #3 Alexander Zverev, and, as such, the tournament naturally drew strong viewership in his home market of Germany, where the showpiece final drew record audiences for Warner Bros. Discovery (WBD)-owned Eurosport.
Without the opposition of Jannik Sinner (World #1), Carlos Alcaraz (#2), or Novak Djokovic (then #4), Zverev was able to make a run to the final before playing out a five-set thriller against Italy’s Flavio Cobolli that drew an average of 2.087 million viewers on Eurosport in Germany.
Despite the lingering domestic abuse allegations that have clouded Zverev’s career in recent years, his victory in the final peaked at 2.8 million, and drew an overall viewership market share in the country of 14.2%, which increased to 17.7% when only considering the target 14-49 age demographic.
This capped off a record day as a whole for Eurosport, which maintained an average market share throughout the day of 6.9%, which is the highest figure the channel has attained in Germany in its history, with the previous record having been set in 1997.
Despite falling in the final, Cobolli’s performance also inspired strong viewership in Italy, where WBD-owned free-to-air channel Canale Nove averaged 2.6 million viewers with a 22% market share.
Streaming viewership in Italy tripled, according to WBD.
The successful coverage almost matched the numbers on Rai 1 for the soccer match between the Italian and Greek national teams, which drew a 22.7% market share in prime-time and a 3.7 million viewership (although it was the worst viewership performance for an Italy national team game since 2022).
Rusia’s Mirra Andreeva (then #8 now #6) won the women’s singles title, defeating qualifier Maja Chwalińska of Poland in the final.
Despite her loss, viewership in Chwalińska’s native Poland peaked at 3.5 million across the WBD-owned Eurosport and TVN networks, combining for an audience share of 44%.
In all, the match was the most-watched tennis fixture in Eurosport Poland’s history, and in terms of streaming, the digital audience grew 81% on 2025’s final.
