The ATP men’s top tennis tour has struck a global content collaboration with Swedish audio streaming giant Spotify, focused on exclusive original programming and fan engagement.
The partnership starts ahead of the season-ending ATP Finals in Turin, Italy, running from November 9 to 16, which will see episodic content appear on Spotify, and will continue through the 2026 season.
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One of the first major projects under the collaboration will be a behind-the-scenes documentary on the end-of-season 2025 ATP Finals, which will debut in December.
Roman Wasenmüller, head of podcasts at Spotify, has said: “Fans today want to connect with the moments and personalities that define sport.
“Teaming up with the ATP is about giving fans deeper access to the stories and energy that make tennis one of the world’s most compelling sports.”
The ATP, meanwhile, said that with sports video content consumption up more than 250% on Spotify since 2025, fans are increasingly turning to the platform for new ways to experience sport.
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By GlobalDataThe move comes as the ATP attempts to capture the youth market, having secured similar agreements with TikTok and Overtime, and launched the ‘It All Adds Up’ brand campaign developed in partnership with agency Wieden+Kennedy.
It also comes in the same week that the ATP has launched a new logo, aimed at attracting a younger audience.
Andrew Walker, the ATP’s senior vice president of brand and marketing, said: “Spotify is a best-in-class platform with a passionate, global audience, and we’re thrilled to bring ATP storytelling to life through this collaboration.
“This partnership enables us to create new content experiences that resonate with fans, showcase our athletes in fresh ways, and invite new audiences into the sport.”
The deal increases Spotify’s push into sports, which includes a major front-of-shirt sponsorship deal with Spanish giants Barcelona running through 2030. It has also previously partnered with esports organizations, including ESL Gaming, League of Legends, and Overwatch League.
Meanwhile, the ATP has also announced a multi-year extension of its partnership with premium car brand Lexus, which will continue as the tour’s official automotive partner and platinum partner through 2028.
The renewal builds on a partnership that was first struck in 2023, with Lexus serving as the official car partner of the ATP Final and Paris Masters, as well as for tournaments spanning Almaty, Hamburg, Kitzbuhel, Montpellier, Marseille, Metz, Lyon, Rotterdam, Auckland, Barcelona, Houston, London, and Eastbourne.
Under the renewal, Lexus will retain brand exposure across the ATP’s digital and social platforms and will continue as the title partner of ATP Head2Head, an exclusive content series that follows ATP players as they take on challenges at tournaments.
The car maker will also continue to provide a fleet of electric vehicles at sponsored events to transport players, officials, and guests.
ATP chief executive Eno Polo has said: “Lexus is a partner that truly adds value to our Tour. Since we began our journey together, they’ve shown a genuine commitment to tennis – elevating the experience for our players and staff at key events and helping advance our sustainability efforts through ATP Serves.
“That purpose-led approach is what makes this partnership stand out.”
Elsewhere in tennis, the Lululemon athletic apparel retailer has secured a partnership with the BNP Paribas Open, the largest combined ATP and WTA 1000 tournament in the world.
The multi-year deal will see Lululemon provide outfits for the more than 2,000 volunteers, tournament officials, and ball crew members in official tournament apparel and footwear.
Lululemon’s athletic and lifestyle wear will also be on offer to buy at the tournament, including a new signature line of co-branded merchandise.
Philippe Dore, chief marketing officer at the BNP Paribas Open, said: “From their high-quality apparel to their focus on performance, Lululemon shares our passion for excellence and delivering memorable experiences.
“Together, we’re excited to enhance the world-class atmosphere that makes Indian Wells such a special destination for players and fans each March.”
