Men’s tennis' top-tier ATP Tour has entered into a behind-the-scenes content tie-up with Overtime, the US sports leagues creator and digital network, aimed at bringing the ATP more into focus for younger generations.
Through an agreement unveiled today, Overtime is set to produce content at a range of ATP tournaments throughout 2025, including a selection from the top-tier ATP Masters 1000 circuit, as well as the end-of-year ATP Finals.
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Short-form content will "feature unique exclusive access" and will be made available across the various Overtime social media channels, as well as those of the ATP Tour, specific tournaments, and also individual players.
Opportunities around long-form content and series will also be explored.
The partnership, the ATP has said, aims to “expand the reach of one of the world's most popular sports to younger audiences.”
The tennis body has claimed that 81% of the current Overtime audience is under 35.
Massimo Calvelli, chief executive at the ATP, 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."
Farzeen Ghorashy, Overtime’s president, added: "This partnership unites Overtime’s focus on the next generation with the ATP’s mission to inspire future tennis players and fans worldwide.”
In terms of Overtime's interests across other sports, the platform owns and operates competitions across American football, boxing, and basketball. It also has partnerships in place with properties such as American football's NFL, and with US network NBC for coverage of the Olympic Games.
The platform states that it has received investment from 6% of active NBA basketball players.
Last week, the ATP renewed a sponsorship deal with Lexus, the Japanese luxury car brand, which will continue as the ATP Tour’s platinum partner and official automotive partner. The 2025 calendar will again see a prominent presence for Lexus both at the tournaments and on the ATP Tour’s digital and social platforms.
Elsewhere, digital asset wealth platform Nexo has signed up as a sponsor of the Acapulco Open, one of the more prestigious tournaments on the lower-tier ATP 500 circuit.
The deal was unveiled earlier this week, with the 2025 edition of the Acapulco Open having got underway on February 24 and running through March 1.
This emphasises Nexo’s growth plans across Latin America, which as a region is a strategic priority for the digital wealth service.
Well-known players involved in this year's Acapulco Open include the likes of Alexander Zverev, Casper Ruud, and Tommy Paul.
Kosta Kantchev, Nexo’s co-founder and executive chair, has said: “This sponsorship is a testament to Nexo’s core belief that wealth creation, like championship success, requires foresight, commitment, and strategic execution. The same attributes that define great tennis players—discipline, long-term thinking, and resilience—are at the heart of Nexo’s offerings.”
