ATP announces partnership with Spotify

The Association of Tennis Professionals (ATP) has announced a global content collaboration partnership with streaming giant Spotify.

Focused on fan engagement and on-platform programming, the partnership kicks off ahead of the season-ending ATP Finals and will run through the 2026 season. The exclusive content and behind-the-scenes access will be aimed at “celebrating the intersection of tennis and culture within the ATP ecosystem – spotlighting athletes, tournaments, and moments that showcase the energy and personality of the game.”

One of the first content projects is set to be a documentary covering the 2025 ATP Finals, with episodic content to follow until the end of next season.

The partnership builds on the ATP’s current content strategy, which has also resulted in agreements with TikTok and Overtime, as well as the “It All Adds Up” brand campaign in collaboration with Wieden+Kennedy.

Andrew Walker, Senior Vice President of Brand and Marketing, ATP Tour, commented:

“Spotify is a best-in-class platform with a passionate, global audience, and we’re thrilled to bring ATP storytelling to life through this collaboration. This partnership enables us to create new content experiences that resonate with fans, showcase our athletes in fresh ways, and invite new audiences into the sport.”

Roman Wasenmüller, VP, Head of Podcasts at Spotify, added:

“Fans today want to connect with the moments and personalities that define sport. Teaming up with the ATP is about giving fans deeper access to the stories and energy that make tennis one of the world’s most compelling sports.”