The ATP and Overtime have today announced a pioneering content partnership that will deliver unprecedented, behind-the-scenes tennis content to Overtime's 100M+ millennial and Gen Z/Alpha audience.
The partnership aims to expand the reach of one of the world’s most popular sports to younger audiences through the launch of new Overtime tennis platforms across social, featuring popular Overtime talent and some of the biggest names in tennis.
Massimo Calvelli, ATP CEO said: “Entertainment is what brings new fans to the game, and partnering with Overtime takes this to the next level. We’re huge fans of what they do, and we’ve had ambitions to collaborate for a long time. It’s of great personal satisfaction to see it happen. We’re going to tell great stories together and bring the ATP Tour to a whole new generation of fans.”
“Overtime is the brand for the next generation of sports fans, and we’re excited to partner with the ATP to inspire young fans through a global sport featuring some of the most followed and admired sports personalities,” said Farzeen Ghorashy, President of Overtime. “This partnership unites Overtime’s focus on the next generation with the ATP’s mission to inspire future tennis players and fans worldwide.”
Overtime will produce content at numerous ATP Tour events worldwide throughout the year including ATP Masters 1000 tournaments, the Nitto ATP Finals and the Next Gen ATP Finals presented by PIF. Short-form content will feature unique exclusive access highlighting the sport’s biggest stars, and be made available across Overtime’s social channels, as well as ATP Tour, tournament and player platforms. Additionally, the ATP and Overtime will explore opportunities for other longer-form content and content series that bring tennis and its stars closer than ever to fans around the world.
Overtime is the home of the next generation of sports fans with over 100 million followers and billion views per month, making it a key partner to marquee sports leagues and rights holders worldwide, including the NFL and NBC Sports for the Olympic Games. Eight-one per cent of Overtime's audience is under 35 years old.
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