ATP Media extends with LiveWire

14 Mar 2019

By: Sport Industry Group

ATP Media has extended its partnership with LiveWire Sport for a further two years to continue delivering the strategy for Tennis TV’s social media channels.

It follows the success of a collaboration that began in 2017 and has helped achieve significant growth for the official live streaming service of the ATP Tour.

Tennis TV’s total social following increased by more than 50% in 2018 and has since reached two million fans. Engagements also grew by 110% year-on-year and video views by 70% to a total of 430 million, according to figures provided by LiveWire Sport.

The campaign was shortlisted at the BT Sport Industry Awards 2018 for Social Media Campaign of the Year.

Commenting on the relationship, Stuart Taylor, ATP Media’s Director of Consumer Services, said: “We’re committed to staying ahead of the curve and engaging with tennis fans worldwide to help to increase awareness of the ATP Tour with innovative video content at the centre of our social media strategy.

“LiveWire Sport has been instrumental in this process, helping to execute the strategy and continuing to assist our internal team to drive this growth year on year, which has gained industry recognition. We are excited about the next stage of the success story.”

Caroline Cheese, director and co-founder of LiveWire Sport, also commented: “We couldn’t be happier to agree this new two-year extension. We love working with ATP Media’s brilliant in-house team, and were delighted to see their efforts recognised by the Sport Industry Awards. We’re confident we can combine to take Tennis TV’s social presence to new heights in the coming months.”

LiveWire Sport’s work with ATP Media includes consultancy and insight as well as creative services, with a brief to help reach and engage younger audiences.

Among the most successful executions in 2018 was a series of Mario Kart-inspired ‘Race to No. 1’ animations.

The latest extension will see ATP Media remain on LiveWire’s roster of global clients, which also includes the Premier League, Wimbledon, Channel 4, NFL International, World Rugby, ICC, and DHL.