Overview

• Partnership unveiled Tuesday establishes two pillars: helping ATP players build TikTok presences and launching a Tennis Creator Network across tour events.
• TikTok creators from all ATP Masters 1000 markets will be invited to the Nitto ATP Finals in Turin to collaborate with broadcasters, players and tournaments.
• ATP frames the collaboration as a way to enrich the fan experience and attract new audiences through short-form, behind-the-scenes storytelling.
• TikTok’s sports partnerships lead Rollo Goldstaub pointed to rising tennis engagement on the platform and urged more players to share their stories.
• The initiative builds on ATP’s work with Overtime and the Wieden+Kennedy ‘It All Adds Up’ campaign, as AP notes only 20 of the top 100 ATP players currently maintain TikTok accounts.