The ATP has launched a new Talent Summit, bringing leading creators together with industry experts in New York on 25-26 August. The Summit will explore the evolving nature of sports fandom and the role of creators in a rapidly changing digital landscape.
Creators will take part in a closed-door workshop, moderated by Joe Sabia, former Senior Vice President of Creative Development at Condé Nast Entertainment and an award-winning digital storyteller. The workshop will explore sports fandom, content trends, and the role of creators in both live and remote sport settings, as they continue to shape how fans engage with sport.
The ATP Talent Summit reflects the ATP's commitment to working with creators to maximise the value they bring to the tennis ecosystem. By bringing creator perspectives to the forefront, the Summit will generate insights to help shape future content strategies across the Tour, grounded in an informed understanding of how fans engage with sport as content consumption habits continue to evolve.
The programme will focus on three key themes:
• Sports fandom and the changing ways fans connect with athletes, teams and events
• The creator experience, including best practice for integrating creators into live sporting events.
• Content and platform trends, examining how audiences engage with different formats across social and digital channels.
Andrew Walker, ATP SVP Brand and Marketing, said: "As fan behaviours evolve, we’ve been increasingly focused on how we engage and foster relationships with creators and the digital ecosystem they’re so core to, much of this through content partnerships with platforms like Overtime, Spotify and TikTok. Now, we want creators to be part of that conversation. The ATP Talent Summit brings together creators, platforms and industry experts to understand what resonates with audiences today and help shape how tennis connects with fans in the future.”
Confirmed participants will include Rachel De Mita (TikTok), ESPN Creator Katie Feeney (Meta), Caroline Kwan (Twitch), Shawn Johnson East and Andrew East (YouTube) and Connor Printz (Snapchat).
Insights from the Summit will directly inform how ATP works with creators going forward, helping to shape the Tour’s future approach to creator engagement. These insights will form the basis of an ATP white paper to be distributed across the Tour later this year, providing tournaments, players and stakeholders with practical learnings on fandom, audience engagement and the creator experience. Building on the white paper, ATP tournaments will receive guidance on how to implement creator experiences at their events, helping to standardise their approach and maximise the value of creators in strengthening fan connections across tennis.
The initiative builds on the ATP's broader efforts to innovate how tennis engages audiences and reaches new fans, including through content partnerships with Overtime and Spotify, and On Tour With programme in partnership with TikTok. Launched in 2025, the programme provides creators with access to ATP Tour events and new opportunities to connect fans with the sport through digital storytelling. By the end of the 2026 season, On Tour With will have activated at 12 ATP Tour events.
Further participants and programme details for the ATP Talent Summit will be announced shortly.
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