In 2025, the ATP Tour redefined how men’s tennis showed up in the social age.

Under the new brand platform It All Adds Up, ATP transformed its channels into a world of personality, creativity and drama, shifting from scores to stories to attract new audiences and deepen existing fandom.

In partnership with M&C Saatchi Sport & Entertainment, the ATP served up Training on Tour – a social-first series that transformed training into spectacle. Blending humour and individuality, players attempted reality-bending feats – from Djokovic staring down a hawk to Sinner lighting a match with his serve – sparking fan debate and recreations.

Training on Tour truly went viral – a staggering 20.3M impressions, 75% of which came from new audiences, an impressive engagement rate of 4.6%, and ATP’s highest-ever organic post.

The series catalysed a 23% surge in social following, elevating the ATP Tour as one of sport’s most dynamic digital entertainment brands.