ATP Tour

ATP puts creators at the heart of its push to reach new fans

ATP is stepping up its focus on reaching new audiences at this year’s Nitto ATP Finals, as creators play an increasingly important part in how global fans follow and engage with tennis.

At this year’s Nitto ATP Finals, ATP will bring 11 creators from markets around the world to Turin through On Tour With, ATP’s creator programme in collaboration with TikTok. Each will report their own view of the event back to their audiences, giving fans a behind-the-scenes look at the Tour through the eyes of the creators they follow.

The creators joining the event are @tksjuicypolls (Indian Wells, United States), @chatusup (Miami, United States), @takashiifromjapan (Tokyo, Japan), @maybetamsin (Queens, United States), Xu Xin (Shanghai, China), @luca.campolunghi (Turin, Italy), @natelajoie_ (Montreal, Canada), @rademita (Cincinnati, United States), @futbolconkarma (Madrid, Spain), @aleggshow (Rome, Italy) and @natacha.nunez (Paris, France).

Launched at last year’s Nitto ATP Finals, On Tour With expanded in 2026 to cover all ATP Masters 1000 and select ATP 500 events, giving creators unique access to content opportunities with players at media days and practice sessions. ATP has worked with more than 40 creators through the programme this year.

For the first time, the ATP will pilot a daily LIVE show on TikTok during the Nitto ATP Finals. Presented by tennis host @nickmccarvel, the show will engage fans at home ahead of each day’s broadcast, offer a creator-first perspective on the event and tap into the platform’s growing live audience. This year’s Blue Carpet event will also be broadcast on TikTok LIVE, hosted by UK creator @mollyalli.

The ATP hub, powered by TikTok GamePlan, will also return, creating an all-in-one destination within the app for Nitto ATP Finals fan content. TikTok GamePlan is a comprehensive product suite that helps sports leagues, teams and broadcasters drive discovery and deepen engagement on the platform. The ATP hub gives fans a central place to follow the event, driving tune-in and tapping into TikTok’s second-screen experience.

Andrew Walker, ATP SVP Brand & Marketing, said: “The Nitto ATP Finals is our flagship event and a huge opportunity for fans to discover our sport. Our creator programme lets fans experience it authentically, through the eyes of the creators they already know and love. Creators are increasingly a key route into sport, capturing tennis as entertainment and showcasing the personalities and stories beyond the court. Our goal for 2027 is clear: to keep bringing fans closer to the Tour through the voices they trust.”

This summer, the ATP hosted the ATP Creator Summit in New York, bringing together six leading creators representing Meta, TikTok, Snap, Twitch and YouTube. The Summit produced a white paper on the creator experience in sport, which will be used to provide guidance to players on fandom and audience engagement and ATP tournaments on growing their own creator programmes in the future.

Building on this momentum, the ATP is launching the ATP Creator Network portal, allowing creators to apply directly to work with the ATP on future access opportunities and opening a clear route into the Tour for creators of all sizes. It will also invest in tennis-specific creators globally through a new incubator programme designed to develop the next generation of voices covering the sport.

The ATP will continue to grow its creator initiatives in 2027, expanding into podcasting, comedy and other entertainment spaces through key culture partnerships.