The ATP at the moment introduced report social and digital viewers development throughout ATP athletes, tournaments and Tour, pushed by the growing world reputation of the game, present technology of established and next-generation stars, and world-class tournaments.
Over the previous 12 months, ATP athletes’ social media audiences have risen 10 per cent to 168 million globally, whereas ATP tournaments have elevated their social media fan followings by 16 per cent, now totalling 8.8 million. Throughout the identical interval, the ATP Tour’s social media attain throughout all official ATP Tour social media platforms has loved report development, growing by 48 per cent to 2.9 billion, video views rising by 159 per cent, complete social media viewers rising seven per cent to 9.7 million followers, and web site video views up 15 per cent.
“The unbelievable development in reputation of ATP athletes and tournaments over the previous yr is mirrored within the robust will increase in social media audiences and engagement throughout our members and Tour,” mentioned Andrew Walker, Senior Vice President, Model & Advertising and marketing on the ATP Tour. “Our athletes specifically are more and more part of wider cultural conversations, bringing new followers to ATP tennis, and our advertising and marketing and social methods are designed to foster and drive a extra inclusive method to fandom.”
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Seventeen ATP athletes now boast multiple million followers on social media, and over the previous 12 months ATP athletes have generated over 3.8 billion impressions on their social media channels. Throughout that very same interval, ATP athletes have added greater than 15 million new followers to their social media accounts. The will increase comply with the institution of a devoted ATP Athlete Advertising and marketing division in 2023, created to supply tailor-made digital content material providers to gamers, aiding within the development of athlete manufacturers and audiences.
ATP Masters 1000, ATP 500 and ATP 250 tournaments have collectively generated vital social media development over the previous 12 months, with social media views up 233 per cent to 787 million, social media impressions up 145 per cent to 1.5 billion and social media engagements up 133 per cent to 46 million. ATP Masters 1000 occasions alone have generated a 252 per cent improve in social media views, reaching 545 million. Impressions have grown by 175 per cent, totalling 1.1 billion, whereas engagements have risen by 163 per cent to 34 million.
The will increase in ATP Tour official social media channel attain comply with the implementation of a brand new digital and content material technique grounded in a wider distribution of content material via collaborations and cross-posting, a deal with Instagram and TikTok growth and higher cultural and pattern based mostly content material, and broader collaboration with different athletes, occasions, sports activities leagues, and groups similar to Actual Madrid, the NBA and F1 to develop newsworthy content material. Moreover, the ATP Tour social technique has prioritised quick vertical video, highlights and compelling off courtroom character pushed content material to drive curiosity within the sport’s greatest stars, working in shut collaboration with ATP Media. Such content material has elevated the general official ATP Tour common engagement price by 23 per cent yr on yr and complete social engagements by 87 per cent to 139 million.
Moreover, complete minutes seen for the previous 12 months on ATPTour.com elevated 20 per cent, pageviews elevated 13 per cent, and customers have been up seven per cent.
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