The ATP Tour, the men’s top-tier tennis series, has renewed and expanded its behind-the-scenes content partnership with Overtime, the youth-focused US sports media company, as it looks to further boost its younger fanbase.
The renewal builds on the pair’s partnership struck last year, which saw Overtime produce player-led content at a range of ATP tournaments throughout the 2025 campaign, including a selection from the top-tier ATP 1000 Masters circuit, as well as the season-ending ATP Finals.
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The new agreement will see Overtime continue to create short-form behind-the-scenes content that will be distributed across its Instagram and TikTok channels, as well as the ATP’s social channel, with its coverage expanded across more tournaments from the ATP Masters 1000, ATP 500, and ATP 250 circuits for the 2026 season.
The ATP’s chief executive, Eno Polo, said: “Connecting fans with the sport and, most importantly, the players is central to everything we do. In 2025, we saw firsthand how this style of intimate social-first content resonated with new and younger audiences.
“Our partnership with Overtime gives fans unprecedented access beyond the court, into the personalities, routines, and moments that define life on the ATP. By showcasing the human side of our athletes in authentic, innovative formats, we’re building stronger emotional connections and ensuring tennis continues to evolve for a new generation.”
The tour said the partnership last year contributed to a 13.5% growth in ATP’s social media followers and generated more than 80 million views across TikTok and Instagram, driven by content featuring top players including Carlos Alcaraz, Novak Djokovic, and Jannik Sinner.
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By GlobalDataIt added that more than half of the total views came from new fans, with 67% of viewers under the age of 35.
Overtime president Farzeen Ghorashy said: “What makes Overtime different is that athletes genuinely want to show up and be themselves with us, and fans trust us to deliver something real.
“That kind of authenticity is rare, and it's what turns content into real fandom that goes beyond traditional highlights and press conferences.
“This expansion with the ATP lets us keep doing exactly that – connecting the sport and its athletes with the next generation of tennis fans in ways that truly resonate.”
The renewal follows the ATP's recent activity to boost fan engagement, having announced global content partnerships with TikTok and Sportify, as well as launching global marketing campaigns and a new brand identity.
The new agreement also adds to Overtime’s growing portfolio of sports activations, which have included American football’s NFL Radio Row during the flagship Super Bowl, NBA basketball’s All Star Weekend, and most recently, its coverage of the Winter Olympic Games in Milan-Cortina as part of its partnership with rightsholder NBCUniversal.
The deal has been announced amid reports that the Italian Tennis and Padel Federation (FITP) is on the verge of acquiring the licence of the ATP 250 tournament currently held in Brussels.
Citing a source briefed on the terms of the transaction, Italian newspaper Corriere della Sera said the deal was close to being finalized, with the event to be moved from its end-of-year spot on the ATP calendar to June during grass court season from the 2028 season, should it go through.
The Italian tournament’s debut and subsequent adjustment of the 2028 calendar would coincide with the ATP’s new Masters 1000 event in Saudi Arabia, which is expected to debut in February that year.
