ATP extends digital rights deal with LiveWire Sport till 2021

LONDON: ATP Media and LiveWire Sport have announced a two-year extension to their existing partnership, following another stellar year for Tennis TV’s social media channels.

LiveWire has developed a video-first, platform-specific social media strategy for Tennis TV, the official live streaming service of the ATP Tour.

Tennis TV’s total social following grew by more than 50% in 2018 and has since reached 2 million fans. Engagements grew by 110% and video views by 70% year on year to a total of 430 million.

These efforts were rewarded when Tennis TV was shortlisted for the Social Media Campaign of the Year award at the 2018 BT Sport Industry Awards.

In the same year, ATP Media was also recognised at the Leaders Sports Awards (Best On-Screen Experience), Sports Business Awards (Best Business Serving Sport) and the Sports Technology Awards (Most Innovative Sponsor, Rights Holder or Governing Body, with ATP Tour).

Along with consultancy and KPI-driven insights, LiveWire also provides creative services, which reflect Tennis TV’s bold approach to social and a tone of voice that is designed to deliver on one of ATP Media’s key objectives of reaching and engaging with younger audiences.

A series of Mario Kart-inspired Race to No.1 animations resonated strongly with tennis fans, telling the story of a heavyweight fight for the year-end top spot in a fresh and fun way, and amplifying a key season-long narrative.

With 2019’s KPIs set, ATP Media and LiveWire are already working hard to build on last year’s achievements, starting with the back-to-back ATP Masters 1000s tournaments in Indian Wells and Miami.

ATP Media head of consumer services Stuart Taylor said: “We’re committed to staying ahead of the curve and engaging with tennis fans worldwide to help to increase awareness of the ATP Tour with innovative video content at the centre of our social media strategy. LiveWire Sport has been instrumental in this process, helping to execute the strategy and continuing to assist our internal team to drive this growth year on year, which has gained industry recognition. We are excited about the next stage of the success story.”

LiveWire Sport co-founder Caroline Cheese added: “We couldn’t be happier to agree this new two-year extension. We love working with ATP Media’s brilliant in-house team, and were delighted to see their efforts recognised by the Sport Industry Awards. We’re confident we can combine to take Tennis TV’s social presence to new heights in the coming months.”

The latest extension will see ATP Media remain on LiveWire’s roster of global clients, which also includes the Premier League, Wimbledon, Channel 4, NFL International, World Rugby, ICC, DHL and more.