The Association of Tennis Professionals (ATP) has announced a partnership with Overtime, a US sports leagues creator and digital network platform.
The partnership will see Overtime deliver “unprecedented, behind-the-scenes tennis content” to the millennial, Gen Z, and Alpha audience base. Overtime will launch a new tennis platform and create content across multiple ATP Tour events, including the ATP Masters 1000 tournaments, the Nitto ATP Finals, and the Next Gen ATP Finals.
The content created by Overtime as part of the partnership will include exclusive access, highlighting the sport’s biggest stars, as well as content series that will aim to bring the fans closer to the action.
Massimo Calvelli, CEO, ATP, commented:
“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.“
Farzeen Ghorashy, President of Overtime, said:
“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. This partnership unites Overtime’s focus on the next generation with the ATP’s mission to inspire future tennis players and fans worldwide.“
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