ATP Tour
ATP and Spotify launch global content partnership
Initiative aims to inspire and engage the next generation of fans through engaging content
November 06, 2025
ATP and Spotify are joining forces for a global content collaboration focused on fan engagement and programming on the platform. The program is designed to inspire and engage the next generation of fans through engaging content and behind-the-scenes access.
As part of this partnership, ATP will work with Spotify to release original tennis programming to bring fans closer to the sport. The partnership begins ahead of the Nitto ATP Finals in Turin, the ATP Tour’s season-ending tournament, with episodic content streaming on Spotify, and will continue through the 2026 season. One of the first projects will be a behind-the-scenes documentary about the 2025 Nitto ATP Finals, which will premiere in December.
The initiative will launch a series of platform content that celebrates the intersection of tennis and culture within the ATP ecosystem, focusing on athletes, tournaments and moments that showcase the energy and personality of the game.
Since the beginning of 2025, consumption of sports video content on Spotify has increased by more than 250% and overall video consumption has increased by 80%, with fans increasingly turning to the platform for new ways to experience sports. With global audiences, iconic athletes and world-class events, tennis provides a powerful space for storytelling, entertainment and fan engagement.
“Spotify is a best-in-class platform with a passionate global audience, and we’re excited to bring ATP stories to life through this partnership,” said Andrew Walker, senior vice president of brand and marketing for the ATP Tour. “This partnership allows us to create new content experiences that resonate with fans, showcase our athletes in fresh ways, and invite new audiences to join the sport.”
“Today’s fans want to connect with the highlights and personalities of sports,” said Roman Wasenmüller, Vice President and Head of Podcasts at Spotify. “Partnering with ATP is about giving fans a deeper understanding of the stories and energy that make tennis one of the most compelling sports in the world.”
The partnership builds on ongoing innovation in ATP’s digital and content strategy, including recent global collaborations with TikTok, Overtime, and the launch of the “It All Adds Up” brand campaign developed with global creative agency Wieden+Kennedy, as well as the launch of ATP’s new logo and brand identity.
