The ATP and Spotify are teaming up on a global content collaboration focused on fan engagement and storytelling through on-platform programming.
The intention of the partnership is to inspire and connect the next generation of tennis fans with exclusive, behind-the-scenes content.
Launching ahead of the Nitto ATP Finals in Turin, the collaboration will deliver original tennis programming that brings audiences closer to the sport’s biggest stars and moments.
The first project, a behind-the-scenes documentary on the 2025 Nitto ATP Finals, is set to launch in December, with further episodic content continuing through the 2026 season.
The initiative will feature player stories, tournament access, and content that celebrates the energy and personality of the game. It will include unique perspectives that explore how tennis connects with broader cultural moments around the world.
Spotify reports that sports video content consumption is up more than 250%, while overall video viewing has grown 80% since early this year.
With the global reach of tennis and its storytelling potential, both partners see the collaboration as an opportunity to redefine how fans experience the sport digitally.
“Spotify is a best-in-class platform with a passionate, global audience, and we’re thrilled to bring ATP storytelling to life through this collaboration,” said Andrew Walker, Senior Vice President of Brand and Marketing, ATP Tour. “This partnership enables us to create new content experiences that resonate with fans and showcase our athletes in fresh ways.”
Roman Wasenmüller, VP and Head of Podcasts at Spotify, added: “Fans today want to connect with the moments and personalities that define sport. Teaming up with the ATP is about giving fans deeper access to the stories and energy that make tennis one of the world’s most compelling sports.”
The collaboration follows the ATP’s recent digital partnerships with TikTok and Overtime, alongside its new global ‘It All Adds Up’ brand campaign and refreshed visual identity.
