ATP: partnership with media company Overtime to create content dedicated to Generation Z & Alpha

The Association of Tennis Professionals has partnered with sports media company Overtime to create content dedicated to Generation Z and Generation Alpha, announced the ATP on 25/02/2025.

"Overtime will produce content at numerous ATP Tour events worldwide throughout the year including ATP Masters 1000 tournaments, the Nitto ATP Finals and the Next Gen ATP Finals presented by PIF. Short-form content will feature unique exclusive access highlighting the sport's biggest stars, and be made available across Overtime's social channels, as well as ATP Tour, tournament and player platforms. Additionally, the ATP and Overtime will explore opportunities for other longer-form content and content series," explained the body.

Overtime has "over 100 million followers and billion views per month" on social media. The media company is also a partner of the NFL and NBCUniversal for its coverage of the Olympic Games. "81% of Overtime's audience is under 35 years old," added the ATP.

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