The ATP Tour men's tennis circuit has announced a global content partnership with popular short-form video platform TikTok as it seeks to engage a younger audience.

Through the tie-up, the two parties will collaborate to deliver ATP athlete and tennis content to Gen Z and Millennial fans through creator collaborations and “innovative content.”

The partnership will focus on two key pillars: player engagement, giving fans exclusive behind-the-scenes access to the sport, and the Tennis Creator Network, identifying and enabling TikTok creators to produce content across ATP Masters 1000s and other ATP Tour events.

TikTok and the ATP Tour will also invite TikTok creators from all ATP Masters 1000 markets to the ATP Finals to “showcase the event through a unique lens, partnering with broadcasters, players, and tournaments.”

Andrew Walker, ATP Tour’s senior vice president of brand and marketing, said: “We are thrilled to partner with TikTok to continue to grow the global fan base for the ATP and our player and tournament members.

“This strategic content partnership with TikTok builds on current trends with our audiences, places ATP at the forefront of the intersection of culture and sport, and creates discoverable content that cuts through for both players and tournaments.”

Rollo Goldstaub, TikTok’s global head of sports partnerships, added: “Tennis is in full swing on TikTok right now. Players like Alcaraz, Shelton, Djokovic, and many more are connecting with growing fan bases by showing their real personalities in captivating content that has turned the sport into a cultural phenomenon that blends competition with entertainment.

“Partnering with the ATP Tour gives us the ability to engage with fans across the globe with the best men's tennis content and encourages more players to share their stories, further igniting tennis’ cultural movement on TikTok.”