A new global partnership with TikTok is set to help the ATP connect with Gen Z and millennial audiences while expanding the tour’s digital footprint.

At the core of the agreement is the launch of the Tennis Creator Network — a program that will bring in content creators to produce short-form, behind-the-scenes coverage at ATP tournaments.

The initiative will also support players in building their own presence on TikTok and engaging with fans through short video formats. Creators will be selected in Masters 1000 host cities and given access to venues and players. The program will culminate at the Nitto ATP Finals in Turin, where creators from all key markets will be invited.

Similar programs already exist in the NBA, FIFA and Formula 1. Tennis is now taking a comparable step to strengthen its digital reach and compete for the attention of younger audiences.

For the ATP, the partnership offers a way to engage fans who rarely watch traditional broadcasts, while also helping players grow their personal brands and making tournaments more attractive to sponsors. For TikTok, it ensures a steady flow of premium sports content and reinforces the platform’s position as a space where sport, culture and entertainment converge.

The deal continues ATP’s focus on fan-driven initiatives: the tour has previously worked with Overtime and launched the It All Adds Up campaign with creative agency Wieden+Kennedy.

Selection criteria for the Tennis Creator Network have not been disclosed, but based on industry practice, participants are expected to be creators with engaged followings, strong short-form video skills and the ability to capture the atmosphere of live events. The first activations are expected this fall at the Masters tournaments.