Services
Challenge
Since 1990, The Association of Tennis Professionals (ATP) has been the global governing body for men's professional tennis, administering both the ATP Tour and the ATP Challenger Tour. As its centralised broadcaster and rights holder, ATP Media came to us with a big question and an even bigger ambition. With a new generation of tennis talent emerging and digital platforms evolving, they knew it was time to future-proof their fan engagement strategy.
The challenge wasn’t a lack of content—it was clarity. Who exactly are their audiences? How do different fan groups engage with the sport? What role does content play in the fan journey, from casual scrollers to die-hard superfans? And perhaps most importantly, how can audience growth be achieved without losing sight of commercial priorities?
They also needed a way to bring internal departments together around a single, unified understanding of the fan base. It was time for a strategic reset: one that was audience-first, insight-led, and practical enough to align an entire ecosystem.
Solution
That’s where Engage came in. We partnered with ATP Media to build an integrated strategy rooted in data.
We started by analysing a mix of first-party and third-party data to uncover and define distinct audience segments. We identified nuanced fan groups, each with different motivations, behaviours and platform preferences.
From there, we translated these findings into actionable fan personas—clear, relatable audience types that internal teams could rally around. These personas became the North Star for content planning, guiding tone, formats and digital touchpoints.
We mapped the full fan journey from early awareness through to high-intent engagement and overlaid it with the right content at the right moments. Think tactical formats for TikTok, long-form engagement on YouTube —all tailored to how real fans actually consume content.
We built a framework for continuous measurement, allowing ATP Media to evolve with their audience over time. And finally, we enabled internal departments to work from a shared playbook, which aligned planning, production and gave a shared view of what success looks like.
Our work positioned ATP Media to deliver more relevant content, stronger fan engagement across target audience segments, and greater value for partners.
Results
Target audience framework across internal departments
Insight to execution, connecting fans with the sport no matter the entry point
Distribution roadmap balancing audience growth with commercial priorities
Improved stakeholder clarity ensuring content choices are evidence-based rather than subjective
Innovate with confidence testing new formats and platforms knowing they meet audience needs
