“On social media, the shape of the tennis court from the main TV angles does not lend itself neatly to short form 1080 x 1920 reels or stories, and the stars, as a rule, haven’t wholeheartedly bought into the medium,” said James Tollington, Group Director of global sports marketing agency, Fuse.
“For these reasons, the ATP’s announcement with Overtime would seem to make sense – particularly if it produces socially native content that matches the quality of some its biggest content successes.”
“The WTA will no doubt be watching the output closely, and the ATP will be doing the same with the WTA’s rebrand. The design is perhaps not as game-changing in the Gen Z space as the Overtime deal for the moment, but it will have been created with Gen Z in mind and will look to build on some promising 2024 numbers that saw the WTA’s social following increase by 25%,” said Tollington.
