The ATP has announced a new content partnership with Overtime.
The new relationship will see Overtime, which publishes and distributes content across social media outlets, deliver behind-the-scenes tennis content to its significant millennial and Gen Z/Alpha audience.
The partnership aims to ‘expand the reach of one of the world’s most popular sports to younger audiences through the launch of new Overtime tennis platforms across social, featuring popular Overtime talent and some of the biggest names in tennis.’
Overtime will produce content at numerous ATP Tour events worldwide throughout the year, including ATP Masters 1000 tournaments, the Nitto ATP Finals and the Next Gen ATP Finals presented by PIF.
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Massimo Calvelli, ATP CEO, said: “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.”
“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,’ said Farzeen Ghorashy, President of Overtime. “This partnership unites Overtime’s focus on the next generation with the ATP’s mission to inspire future tennis players and fans worldwide.”
Additionally, the ATP and Overtime will ‘explore opportunities for other longer-form content and content series.’
