ATP Tour
ATP & Spotify unveil world content material collaboration
Initiative goals to encourage and have interaction the following era of followers via compelling content material
November 06, 2025
The ATP and Spotify are teaming up on a world content material collaboration targeted on fan engagement and on-platform programming. The initiative goals to encourage and have interaction the following era of followers via compelling content material, and behind-the-scenes entry.
As a part of this collaboration, the ATP will workforce up with Spotify to distribute authentic tennis programming that brings followers nearer to the game. The collaboration kicks off forward of the Nitto ATP Finals in Turin, the ATP Tour’s season-ending championship, with episodic content material on Spotify and continues via the 2026 season. One of many first initiatives can be a behind-the-scenes documentary on the 2025 Nitto ATP Finals, set to debut in December.
The initiative will function a spread of on-platform content material celebrating the intersection of tennis and tradition throughout the ATP ecosystem – spotlighting athletes, tournaments, and moments that showcase the vitality and character of the sport.
With sports activities video content material consumption up greater than 250% on Spotify and total video consumption rising 80% since early 2025, followers are more and more turning to the platform for brand new methods to expertise sports activities. Tennis, with its world viewers, iconic athletes, and world-class occasions, affords a strong house for storytelling, leisure, and fan engagement.
“Spotify is a best-in-class platform with a passionate, world viewers, and we’re thrilled to convey ATP storytelling to life via this collaboration,” stated Andrew Walker, Senior Vice President of Model and Advertising, ATP Tour. “This partnership allows us to create new content material experiences that resonate with followers, showcase our athletes in contemporary methods, and invite new audiences into the game.”
“Followers right now wish to join with the moments and personalities that outline sport,” stated Roman Wasenmüller, VP, Head of Podcasts at Spotify. “Teaming up with the ATP is about giving followers deeper entry to the tales and vitality that make tennis one of many world’s most compelling sports activities.”
This collaboration builds on ongoing innovation in ATP’s digital and content material technique, together with latest world collaborations with TikTok, Extra time, and the launch of the ‘It All Provides Up’ model marketing campaign, developed with world inventive company Wieden+Kennedy, together with the launch of the ATP’s new emblem and model id.
