The ATP Tour has announced record sponsorship revenue for the 2024 season, citing continued growth with its partners, digital platforms and its OneVision strategic plan.
This season’s commercial success has seen the ATP Tour grow its sponsorship revenues by 50% compared to last year, with an 89% increase projected by 2026.
The tennis organisation signed nine new partners this year, which includes the Saudi Public Investment Fund (PIF), Lexus and Yokohama, driving the commercial value and revenue for the ATP.
In regards to the PIF partnership, the Saudi-backed sovereign fund became an official naming partner of the tour in a multi-year deal that spans across the next three years, ending in 2027.
In addition to new sponsored partners, the ATP highlighted its existing sponsors as a primary growth driver for the organisation. The ATP attributed this success to the continued collaboration with premier partners like Emirates, Rolex and Nitto, whilst also outlining the importance of the joint licensing agreement it has with the WTA for the Nacon-created TIEBREAK game.
Much of this revenue success has been underlined by the ATP’s OneVision strategic plan. This initiative has been the “central driver of commercial success, creating new sponsorship inventory through the expansion of several ATP Masters 1000 tournaments”.
The OneVision plan was behind some of the aforementioned sponsorship agreements, such as the one in place with the PIF, and since its launch in 2021, the ATP has doubled its annual sponsorship distribution for its tournaments.
Massimo Calvelli, CEO of ATP, stated: “We are thrilled that leading brands are increasingly seeking to align with the ATP Tour, our globally recognised athletes and world-class tournaments.
“Our partners are committed to enhancing the promotion of the sport, attracting new fans and supporting our members and communities through ATP Serves. They have also bought into our OneVision strategic plan.
“This has laid the foundation for growth through more premium events, rights aggregation, and a game-changing profit-sharing agreement creating a true partnership between players and tournaments.”
The ATP also revealed record growth on its digital and social media platforms. Followers grew by 7% to 9.7 million across the year, with video views up by 159% and its reach increasing 48% 2.9 billion from last year.
Sponsoring partners have also benefited from this enhanced digital presence, according to ATP. In addition to on-site activations at tournaments, branded content collaborations with players created significant value for brand partners and new revenue streams for players.
