The Association of Tennis Professionals (ATP) is partnering with Spotify to produce original video content for the streaming platform.
Key details:
- Spotify to distribute original tennis programming produced by the ATP
- Partnership to begin ahead of this month’s ATP Finals and will continue through 2026 season
- Projects to include a behind-the-scenes documentary on the 2025 ATP Finals, which will debut in December
Context:
The Spotify collaboration is the latest move by the ATP to increase its reach among younger and digitally-savvy fans. In February, it struck a partnership with digital media brand Overtime and later this year unveiled a tie-up with TikTok.
The tour this month also revealed a new logo and brand identity, which it says has been ‘reimagined for the digital age’.
On Spotify, sports video content consumption has grown by more than 250 per cent since early 2025. The ATP will aim to capture audiences on the platform, which recently extended its major partnership with soccer giant Barcelona.
Comment:
“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,” said Andrew Walker, senior vice president of brand and marketing for the ATP Tour.
“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.”
“Fans today want to connect with the moments and personalities that define sport,” added Roman Wasenmüller, vice president and head of podcasts at Spotify. “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.”
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