ATP Media signs new deal with L1VE

ATP Tour’s broadcast and media division, ATP Media has announced a new multi-year partnership with ticketing and experiences company L1VE who joins as the Official Immersive Partner of the ATP Media. The three-year partnership kicks off from October 1, 2026 and goes on until December 31, 2028 and will see L1VE gain the live rights to the main events as well as highlights and replays across nine ATP Masters 1000 tournaments, the Nitto ATP Finals and ATP 500 and ATP 250 events. 

The first event the partnership will cover is the Rolex Shanghai Masters which will take place in October 2026. L1VE will be producing all the events in stereoscopic 360° 3D and 14K from dedicated positions inside the venue, including low and high centre baseline, a coaching pod and a venue camera.

Tom Bullock, Chief Operating Officer, ATP Media, commented,

“Immersive is a genuinely new way for audiences to experience our events, and it sits alongside our broadcast and streaming distribution rather than competing with it. Working with L1VE allows us to extend the reach of ATP Tour tennis to fans who cannot be in the stadium, while protecting the production quality and the integrity of the sport that our partners expect.”

Holger Hansen, Co-Founder and CEO, L1VE, added,

“We founded L1VE so that being at the biggest matches would no longer depend on where you live or whether a seat was available. Social Presence is not a better way to watch tennis, it is the match itself, lived from inside the venue with the people you choose. Bringing that to the ATP Tour is a milestone for us and for live sport.”

David Morgenbesser, Chief Commercial Officer, L1VE, added,

“What sets this agreement apart is its scale and its length. ATP Media has not licensed a single event to try the format out; it has licensed the Tour, worldwide, for three years. That gives the sport a revenue line that grows as immersive grows, and it opens a place for partners and sponsors to meet fans that did not exist before.”