ATP MEDIA
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Learn How ATP Media Built a Live Content Engine to Serve a Global Fanbase
Summary
ATP Media manages broadcast production, rights distribution, and digital delivery for more than 50 ATP Tour events each year. That includes ATP Masters 1000 events such as the BNP Paribas Open, Miami Open presented by Itau, Rolex Monte-Carlo Masters, and the season ending Nitto ATP Finals. With a year-round calendar and millions of fans tuning in all over the world, delivering timely, relevant content at scale is critical to maintaining engagement.
By partnering with WSC Sports, ATP Media serves tennis fans in a whole new way — turning every match moment into a real-time, multi-format fan experience across Tennis TV, digital platforms, and a global network of partners.
KEY RESULTS
- 178,400 total videos created
- 12,800 videos were auto-cropped to vertical formats
- 20,000+ videos featured on "Enhanced Live" in Tennis TV app
- 177% increase in amount of content shared with commercial partners
All results are based on the 2025-26 ATP tournament schedule; except for “Enhanced Live” numbers which began in March 2025. Totals do not include Grand Slam events.
The Challenge
How do you keep up with a sport that never stops? ATP Media represents the commercial and broadcast rights of the ATP Tour, delivering content from more than 50 tournaments across a continuous global calendar, including some of the most-viewed events in the world, like the Rolex Shanghai Masters, the Mutua Madrid Open, and the Internazionali BNL d’Italia in Rome.
Matches take place across time zones, and players like Carlos Alcaraz and Jannik Sinner compete simultaneously. Multiple storylines evolve in real time. At the same time, fan behavior has changed. Audiences no longer wait for post-match coverage; they expect instant access to key moments, tailored to the platforms and formats they use every day.
This creates a fundamental challenge: how do you capture, package, and deliver every meaningful moment — across matches, players, and tournaments — and share it all fast enough to keep up with the demand from fans?
From live match highlights to behind-the-scenes content and player-driven storytelling, ATP Media needed a way to operate at the speed and scale of the sport itself.
Delivering such a massive volume of content across its owned platforms and partner ecosystem would require significant manual effort and limit the ability to fully engage global audiences.
Watch the video below…
The Solution
Through its partnership with WSC Sports, ATP Media has built a centralized content engine that transforms live match action and surrounding content into ready-to-publish experiences in real time.
This system powers multiple layers of ATP Media’s content operation:
Real-Time Highlights Inside Tennis TV
Using WSC Sports Enhanced Live API, ATP Media delivers in-match highlights directly within the Tennis TV app and website. Fans can instantly rewatch key rallies and pivotal moments while the match is still unfolding; making highlights part of the live viewing experience, not just shoulder content to watch if you missed something. This WSC Sports delivered experience is also being rolled out to ATP Media’s broadcast partners as part of its ATP+ offering.
Vertical Storytelling and In-App Experiences
With the launch of the new Tennis TV mobile and tablet apps, ATP Media introduced vertical, story-driven formats that everyone knows and loves from social media into its OTT platform. These stories bring short-form, mobile-native content into a premium owned environment, aligning with how fans consume sports content across social platforms.
Global Partner Distribution at Scale
Through the WSC Partner Portal, ATP Media distributes highlights, interviews, key moments, and other exclusive content to its global network of broadcasters and publishers. Partners gain immediate access to match footage, enabling consistent, high-quality coverage across markets without delay.
AI-Powered Content Ingestion and Discovery
WSC’s AI-driven indexing automatically captures and tags content from across tournament environments — including press conferences, practice sessions, and player appearances. This allows ATP Media teams to quickly surface relevant moments and expand storytelling beyond the match itself.
Together, these capabilities enable ATP Media to turn every match into a continuous stream of content pre-set to meet the needs of all platforms, formats, and audiences.
Takeaways
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Near-live content is part of the live experience
Near-live video highlights are directly integrated into the Tennis TV match streaming service.
From March 2025-26, over 20,000 videos were distributed to Tennis TV’s “Enhanced Live” feed, giving fans more content and greater control over how they view matches.
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Owning the Fan Experience Across Formats
By creating over 12,800 vertical videos for its own app, ATP Media reduces reliance on third-party platforms like social media to engage fans. The organization can now deliver that same experience on its owned platforms, giving it greater insights into audience preferences and behavior.
Whether it’s the action on the court, or the behind-the-scenes moments that fans enjoy, ATP Media has everything indexed in the WSC Sports platform and ready to distribute.
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Operating a Global Content Hub for ATP Media Partners
Beyond it’s owned platforms, ATP Media powers an entire content ecosystem for broadcasters, publishers, tournaments, players, and partners.
With powerful automation, the organization can distribute high-quality content instantly across its network, ensuring every recipient can engage fans with the moments that matter.
In 2025, ATP Media increased distribution to commercial partners by more than 170%.
