ATP Doubles Down on Digital Future with Lexus Extension and Spotify Collaboration
LONDON/LOS ANGELES—The ATP, the governing body of men’s professional tennis, announced two significant developments this week that underscore its long-term strategy to engage new audiences and elevate the fan experience: a multi-year partnership extension with Platinum Partner Lexus, and a global content collaboration with digital audio giant Spotify. These announcements, both made on November 6, 2025, build on the momentum created by the unveiling of the ATP’s new, digitally-focused brand identity just one day earlier.
Lexus Partnership Extended Through 2028: Driving Sustainability and Rivalries
The ATP has secured a multi-year extension of its partnership with Lexus, ensuring the premium car brand will continue as the Official Automotive Partner and Platinum Partner of the ATP Tour through 2028.
The partnership, which began in 2023, sees Lexus serving as the Official Car partner at major events like the season-ending Nitto ATP Finals in Turin and the Rolex Paris Masters, alongside a global portfolio of tournaments spanning the Americas, Europe, and Asia.
Sustainability and Electrified Fleets
A key element of the renewed partnership is its alignment with the ATP’s sustainability goals. Lexus will continue to provide a fleet of electrified vehicles at sponsored events for the transportation of players, officials, and guests.
- Lexus’s portfolio includes self-charging hybrid, plug-in hybrid, and all-electric models.
- This commitment to electrification aligns closely with the ATP Tour’s sustainability ambitions under ATP Serves and the UN Sports for Climate Action initiative.
- The ATP is targeting Net Zero emissions by 2040, a goal which includes a 50% reduction in greenhouse gas emissions by 2030.
ATP CEO Eno Polo praised the purpose-led nature of the collaboration, stating, “Lexus is a partner that truly adds value to our Tour… helping advance our sustainability efforts through ATP Serves”.
Head2Head Content Innovation
Lexus also remains the Title Partner of ATP Head2Head, a digital initiative that showcases the biggest rivalries on the Tour. As part of this, the brand sponsors an exclusive content series that follows ATP players as they take on entertaining challenges at tournaments. This series has featured unique, behind-the-scenes content like players testing their artistic skills in London, competing in a mini-Olympic challenge of fencing and badminton in Paris, and even a cooking challenge in Rotterdam, further integrating the partner with the personalities of the players.
Andre Schmidt, Head of Lexus Europe, emphasized the shared values, noting the partnership reflects a commitment to “excellence, precision, and passion”.
Spotify Collaboration: Bringing Tennis Culture to a Global Audience
On the content front, the ATP and Spotify announced a major global content collaboration focused on fan engagement and on-platform programming. The initiative aims to inspire and engage the next generation of fans by providing compelling content and behind-the-scenes access.
- The collaboration will involve the ATP teaming up with Spotify to distribute original tennis programming.
- The launch is timed ahead of the Nitto ATP Finals in Turin, with episodic content debuting on Spotify and continuing throughout the 2026 season.
- One of the first projects will be a behind-the-scenes documentary on the 2025 Nitto ATP Finals, set to debut in December.
Andrew Walker, Senior Vice President of Brand and Marketing, ATP Tour, highlighted the strategic value, saying, “This partnership enables us to create new content experiences that resonate with fans, showcase our athletes in fresh ways, and invite new audiences into the sport”.
Capitalizing on Video Consumption Trends
The move is strategically timed to capitalize on the platform’s rapid growth in video consumption. Sports video content consumption on Spotify is up more than 250%, with overall video consumption rising 80% since early 2025. The ATP believes tennis, with its global audience and iconic athletes, offers a powerful space for storytelling and entertainment.
Roman Wasenmüller, VP, Head of Podcasts at Spotify, added that the collaboration is about giving fans “deeper access to the stories and energy that make tennis one of the world’s most compelling sports”.
The Spotify partnership is the latest component of the ATP’s expanded digital and content strategy, which includes recent global collaborations with TikTok and Overtime, as well as the ‘It All Adds Up’ brand campaign, developed with Wieden+Kennedy, and the launch of the new ATP logo and brand identity.
The Big Picture: Serving the Game
Both the Lexus extension and the Spotify collaboration reinforce the mission of the ATP to “serve tennis”. As the governing body of the ATP Tour and Challenger Tour, the organization showcases the world’s greatest players and works to inspire the next generation, entertaining a billion global fans.
The Tour spans the globe, from the United Cup in Australia to tournaments across Europe, the Americas, and Asia. The world’s top players battle for titles and PIF ATP Rankings points at events including the ATP Masters 1000, 500, and 250 tournaments, as well as Grand Slams. The ultimate achievement, the crowning of the year-end ATP World No. 1, presented by PIF, takes place at the season finale, the Nitto ATP Finals in Turin, Italy.
With Premier Partner Emirates and Platinum Partners PIF and Lexus leading the commercial charge, the ATP is clearly investing in both a greener future and a more engaging, digitally-driven fan experience for the 2026 season and beyond.
