Anna 
The ATP and Overtime have launched a new partnership aimed at delivering exclusive, behind-the-scenes tennis content to Overtime’s audience of over 100 million millennials and Gen Z/Alpha fans. This collaboration seeks to broaden tennis’ reach by connecting with a younger demographic through fresh, engaging content across social media platforms.
The partnership will feature popular Overtime talent alongside some of the biggest names in tennis, offering an inside look at ATP events. Massimo Calvelli, CEO of the ATP, emphasized the importance of entertainment in attracting new fans to tennis. “Partnering with Overtime takes this to the next level. We’re excited to share incredible stories with a whole new generation of fans,” Calvelli said.
Farzeen Ghorashy, President of Overtime, expressed his excitement for the partnership, noting that Overtime’s focus on the next generation aligns perfectly with the ATP’s mission to inspire future tennis stars and fans. “This partnership unites two brands with a shared goal: to make tennis more accessible and relatable for younger fans,” he stated.
Throughout the year, Overtime will produce content at major ATP events, including ATP Masters 1000 tournaments, the Nitto ATP Finals, and the Next Gen ATP Finals presented by PIF. The short-form content will provide exclusive access to tennis stars and will be distributed across Overtime’s social channels, as well as ATP Tour and player platforms. The two organizations are also exploring opportunities for longer-form content and series that will bring tennis closer to fans globally.
With over 100 million followers and billions of views each month, Overtime is a leader in sports content for younger audiences. The company already works with major sports leagues like the NFL and NBC Sports for the Olympic Games, and 81% of its audience is under 35 years old.
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