Social media: ATP's partnership with Overtime extended after generating 80 million views in 2025

The Association of Tennis Professionals has renewed and expanded its partnership with sports media company Overtime in 2026 to create content dedicated to Generation Z and Generation Alpha, announced the ATP on 09/03/2026.

The partnership initiated on 25/02/2025 "generated more than 80 million views" in 2025, with more than half of viewership coming from new fans and 67% of users aged under 35. In 2025, Overtime "contributed to the ATP’s social channels growing by more than one million followers, driven by dynamic, social-first content featuring the likes of Carlos Alcaraz, Novak Djokovic and many of the Tour’s biggest personalities," said the ATP, which has 10.7 million followers on social media.

This renewed partnership now extends to a greater number of tournaments in more countries. As part of this agreement, Overtime will continue to create short, exclusive content featuring players on Instagram and TikTok, offering behind-the-scenes glimpses of ATP Masters 1000, ATP 500 and ATP 250 tournaments. This content is designed "to bridge sport and culture whilst reaching a new…