ATP taps TikTok’s creator ecosystem to facilitate next-gen tennis engagement

Ahead of Wimbledon 2026 , the Association of Tennis Professionals (ATP) has partnered with leading social media platform TikTok, aiming to support tennis’ digital growth by drawing attention of the next generation of fans through authentic, sport-driven content.

The recent agreement between ATP and TikTok renews their partnership launched in 2025, highlighting ATP’s consistent efforts towards leveraging digital platforms to reach a larger global audience. Moving beyond traditional broadcast, the younger generation of sports fans actively consumes short-form content on social media; thus, the ATP is placing TikTok as a prime source to boost fan engagement.

Taking advantage of TikTok’s creator ecosystem, ATP will expand its “On Tour With” creator program, providing a massive network of digital creators with behind-the-scenes access at tournaments. Through exclusive content, TikTok creators will work to connect tennis fans with players and sport-driven stories.

The core feature of this partnership is the ATP’s adoption of TikTok’s GamePlan platform, which equips sports organisations with data-driven insights and content strategies tailored to boost audience growth and engagement. TikTok’s GamePlan platform will assist ATP to increase visibility for players, brands, and tournaments throughout its power-packed calendar.

Referring to the deal with ATP, Rollo Goldstaub, TikTok’s Global Head of Sport, said, “TikTok is redefining how fans experience tennis, turning every moment into an opportunity for discovery, connection, and community.” Goldstaub further added that together with ATP, the social media platform will bring fans closer to the energy of the tour with authentic storytelling, creator access, and engagement initiatives.

Sportscape views the renewed agreement between ATP and TikTok as growing the importance of social media platforms in driving engagement in global sports tournaments, especially to reach the younger audience.