LONDON/MELBOURNE, December 8, 2025 (ATP Press Release)
The ATP Tour has today launched a global marketing campaign that heroes the unmatched drama, athleticism, and excitement of men’s professional tennis. Created in partnership with acclaimed creative agency Wieden+Kennedy, the campaign, titled “ATP Tour: It All Adds Up”, sets out to captivate Gen Z and Millennial audiences and grow the sport’s already vast global fan base of 1.1 billion.
The new campaign explores the storylines and rivalries that make the ATP Tour the beating heart of tennis. Its storytelling centres on four core pillars that define the ATP Tour: “Different Drama”, “Fierce Feuds”, “Struggles & Successes”, and “Tournament Spectacle”.
The rollout is led by five 30-second broadcast and digital spots that bring the key themes of the campaign to life, alongside a series of social-first assets that spotlight the sport’s iconic athletes and future stars. Additional campaign assets featuring players and tournaments are set to be developed over the coming months.
“Tennis is a journey—every match, every moment, every bit of work we put in, it really does all add up. Careers are built on those moments, and this campaign shows what makes our sport so special. I’m excited for fans to experience that energy and see the game the way we do,” said Jannik Sinner, ATP World No. 1.
“ATP Tour athletes deliver breathtaking athleticism and emotionally charged drama week after week, across a series of spectacular tournaments around the globe,” said Andrew Walker, SVP of Brand & Marketing at the ATP Tour. “With the It All Adds Up campaign, we’re inviting a new generation of fans to experience the magic of men’s professional tennis. Through bold and creative storytelling, our goal is to grow the sport, deepen engagement, and cement the ATP Tour as a cultural touchpoint worldwide.”
The campaign will be rolled out globally via ATP broadcast partners, collaborations with content creators and influencers, and on the ATP’s digital and social media platforms. ATP players and tournaments will also play a pivotal role, engaging their audiences to amplify the campaign.
In 2024, the ATP Tour experienced impressive audience growth. Social media followers (+12% to 10 million), views (+68% to 1.9 billion) and engagements (+68% to 165 million) saw significant increases, as did player social media audiences, surging by 16% to 176 million. Tournament attendance grew by 10% to a record 5.5 million fans. Additionally, the ATP secured eight new or extended commercial partnerships.
