Home Sports Business ATP Tour deepens Overtime partnership to expand social-first tennis coverage The enhanced collaboration will see Overtime produce and distribute a broader range of short-form content from tournaments across the ATP calendar. By Aashay Khandelwal March 10, 2026 WhatsApp Linkedin Facebook X Telegram ATP Tour deepens Overtime partnership to expand social-first tennis coverage The ATP Tour has expanded its partnership with sports media company Overtime , strengthening efforts to connect professional tennis with younger audiences through digital-first storytelling and social media content. The enhanced collaboration will see Overtime produce and distribute a broader range of short-form content from tournaments across the ATP calendar, offering fans greater behind-the-scenes access to players, competitions and life on tour. Under the expanded agreement, Overtime will work with the ATP to develop social-first content from events, including ATP Masters 1000 , ATP 500 and ATP 250 tournaments, as well as the season-ending Nitto ATP Finals and the Next Gen ATP Finals . The content will focus on player-led storytelling, featuring practice-court access, travel diaries, locker-room moments and quick match recaps tailored for platforms such as Instagram and TikTok . Eno Polo, CEO of the ATP, 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.” Farzeen Ghorashy, President of Overtime, added, “The next generation doesn’t just watch sports – they follow people and stories. 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 partnership expansion follows strong engagement during the initial phase of the collaboration, which generated more than 80 million views across social media platforms and helped the ATP attract over one million new followers, with the majority of viewers under the age of 35. Through the partnership, Overtime will leverage its social media ecosystem, which reaches more than 100 million followers globally, to distribute tennis content to younger audiences who increasingly consume sport through short-form digital media rather than traditional broadcasts. Founded in 2016, Overtime has emerged as one of the most influential sports media brands among Gen Z audiences through its social-first content strategy and youth-focused sports properties. Overtime joins a roster of ATP partners that includes Infosys , Rolex , Yokohama and Nitto . The expanded agreement reflects a wider trend across global sports organisations to collaborate with digital-native media companies in order to reach younger audiences and reshape how fans engage with professional sport beyond traditional match broadcasts. Tags Association of Tennis Professionals (ATP) ATP ATP 250 ATP 500 ATP Masters 1000 ATP Tour Next Gen ATP Finals Nitto ATP Finals Overtime Sponsorship Related Articles HSBC strengthens global sports portfolio with China Open presenting partnership ATP taps TikTok’s creator ecosystem to expand tennis’ digital reach EQT joins ATP’s platinum partner portfolio in new global sponsorship deal Veroni serves Italian flavour at tennis’ Sunshine Double events ATP extends Infosys alliance to power next phase of digital transformation FanCode adds ATP Tour to growing stable of global sports rights Load more Latest Articles Football eToro extends Premier League push with Leeds United partnership Football Tottenham Hotspur strengthen Asian commercial push with VSbet deal Media Rights VETO expands live sports portfolio with 2026 Billie Jean King Cup rights Sponsorship JAL strengthens winter sports strategy with Ski Association of Japan partnership Business News Sportradar builds prediction-market infrastructure with expanded Polymarket deal Load more
Curated by Taleb Kabbara · Source: sportsmintmedia.com