ATP continues youth focus with new fantasy game

The ATP Tour has officially launched a new online and mobile fantasy game designed to deepen fan engagement and attract a younger demographic to men’s professional tennis. The new platform, titled ATP Fantasy, was developed in collaboration with Deltatre, a long-time partner of the organization specializing in video streaming and technology. The launch marks a significant step in the ATP’s ongoing strategy to modernize its digital offerings and connect with the next generation of sports fans.

According to reports from Sportcal, the game allows users to create a virtual team consisting of eight players. Participants must manage a budget of 100 ‘credits’ to assemble their roster. The cost of each player within the game is determined by the ATP’s ranking system. As the current world number one, Carlos Alcaraz is designated as the most expensive player available in the game, reflecting his top status in the sport.

The 2026 season for ATP Fantasy is scheduled to run between April and November. The competition will cover 23 tournaments throughout the year, starting from the Monte-Carlo Masters and concluding with the Paris Masters. The season is structured around four specific ‘swings’ of tournaments, which include the Clay Season, the Grass Season, the North American Hard Court, and the Race to ATP Finals. This structure allows fans to engage with the sport across different surfaces and key periods of the tennis calendar.

Strategic Focus on Youth Engagement

The introduction of the fantasy game aligns with the ATP’s broader objective to increase its appeal amongst a younger generation. This demographic focus has formed a key pillar of the organization’s overall strategy for several years. To support this goal, the ATP has implemented various initiatives beyond the fantasy game. These include content partnerships with major brands such as TikTok and Spotify, as well as the introduction of the ATP’s “Athlete Arrivals fashion initiative” and a comprehensive new brand identity.

Further reinforcing this strategy, the ATP renewed and expanded a partnership earlier this month with the youth-focused US sports media company Overtime. According to industry reporting, the agreement extends a relationship that originally launched in 2025. Under the renewed terms, Overtime produces player-led, behind-the-scenes content across a range of ATP tournaments. This coverage includes select Masters 1000 events and the season-ending ATP Finals, providing deeper access to players for a younger audience.

Technology and Broadcast Partnership

The collaboration with Deltatre extends beyond the fantasy game. The technology firm and the ATP first began their tie-up in 2017. Earlier this month, the two organizations unveiled a new deal covering broadcast graphics, data, and production across the 2026 ATP Tour. This expanded partnership was first illustrated at the BNP Paribas Open in Indian Wells during March 2026.

At the Indian Wells event, Deltatre deployed automated data-driven TV graphics across all outside courts. The implementation included a new broadcast graphics package and Drone AR (Augmented Reality) graphics. The technology was controlled by a remote team based in London, United Kingdom, demonstrating the capabilities being brought to the new fantasy platform.

Peter Bellamy, chief revenue officer at Deltatre, commented on the deployment. He stated that the direct-to-consumer Fantasy deployment demonstrates how the right mix of content, data, technology, and community can underpin the acquisition of untapped demographics. Bellamy added that the initiative aims to create a new layer of fan engagement for growth and retention.

Fan Engagement and Prizes

To drive interest in the new project, a variety of ATP Tour broadcast partners and tennis-centric content creators will produce content and stage their own ATP Fantasy leagues. Former ATP player Dominic Thiem has been appointed as the official fantasy coach for the ATP, adding a professional perspective to the user experience.

Fans participating in the leagues will have access to various incentives. Prizes for fans include merchandise from both the ATP Store and from the ATP’s list of official commercial partners. Tickets to 2027 ATP Tour events will be on offer, providing successful participants with opportunities to attend live matches in the following season.

ATP Fantasy gives fans a new way to interact with the ATP and connect with players and tournaments across the entire season, while opening a fresh entry point for the next generation of tennis fans to experience our sport.

Andrew Walker, senior vice president for brand and marketing at the ATP

The launch of ATP Fantasy represents a continued effort to integrate digital innovation with traditional sports consumption. By leveraging ranking data for game mechanics and securing high-profile partnerships for content distribution, the ATP aims to sustain momentum throughout the 2026 season. The integration of broadcast partners and content creators suggests a multi-platform approach to ensuring the game reaches a wide audience across different media channels.

As the season progresses from the clay courts of Monte-Carlo to the hard courts of Paris, the performance of players like Carlos Alcaraz will directly impact the fantasy standings. The combination of real-world tournament results with digital engagement tools underscores the ATP’s commitment to evolving its fan experience. With the technical infrastructure provided by Deltatre and the strategic outreach to younger demographics through partners like Overtime, the organization is positioning the fantasy game as a central component of its 2026 commercial and engagement strategy.