ATP Tour

New generation of ATP stars helps drive audience growth across men’s tennis

A new generation of ATP stars is helping drive audience growth across men's tennis, with players, tournaments and ATP channels all attracting larger audiences and stronger fan engagement over the past 12 months.

The growth reflects both increasing global interest in men's tennis and the ATP's continued investment in content, storytelling and partnerships designed to bring fans closer to the sport.

ATP players have grown their combined social media following to more than 110 million worldwide. During the same period, ATP tournaments increased their social audiences by 20%, ATP social channels generated 3.3 billion video views and ATPTour.com users rose by 56% year-on-year.

At the heart of this momentum is a new generation of ATP stars connecting with fans in new ways. Carlos Alcaraz and Jannik Sinner continue to grow their global audiences and attract new fans to the sport, while emerging players including Jakub Mensik, Joao Fonseca and Rafael Jodar are building followings of their own.

Players such as Flavio Cobolli are also connecting with fans in new ways through content and partnerships beyond the court. ATP's leading players continue to outperform athlete growth across major global sports, with Alcaraz alone adding 3.6 million followers in the second quarter of 2026, trailing only Erling Haaland and Lewis Hamilton among leading men’s global athletes.

The ATP has also expanded its efforts to connect fans with players beyond the court. Through partnerships with TikTok, Spotify and Overtime, alongside original content formats, player-led storytelling initiatives and the launch of ATP Fantasy earlier this season, the ATP is helping players reach new audiences while creating more opportunities for fans to discover, follow and engage with them throughout the year. These efforts are helping bring fans closer to the personalities behind the sport and expanding the sport's reach beyond traditional tennis audiences.

Andrew Walker, ATP SVP Brand and Marketing said: “The way fans engage with tennis continues to evolve. A new generation of ATP stars is helping attract new fans to the sport and through our work across content, partnerships and player storytelling, we're creating more opportunities for fans to discover and connect with those players throughout the season. The result is strong growth across players, tournaments and ATP channels, helping men's tennis reach new audiences around the world.”

Some of the ATP's strongest-performing content over the past year has focused on behind-the-scenes access, fashion and player storytelling. Athlete Arrivals and fashion-focused content have emerged as particularly strong-performing formats. Flavio Cobolli's Brunello Cucinelli fashion collaboration generated 861K views, more than double his account average. ATP-produced formats have also resonated with fans, with content featuring emerging players helping drive engagement and fan connection beyond competition.

The impact is also being seen across ATP tournaments, ATP social channels and ATPTour.com. ATP tournaments generated 1.7 billion video views over the past year, while ATP social channels generated 3.3 billion video views and ATPTour.com attracted 87 million users, reflecting growing demand for player, tournament and ATP content throughout the season.