ATP & Deltatre Extend Partnership for Automated Broadcast Innovation | 2026 Tour
– ATP Media is significantly upgrading the viewing experience for tennis fans worldwide through an expanded partnership with sports technology firm Deltatre. The multi-year deal, announced today, will bring fully automated graphics, drone-based augmented reality, and a remote production workflow to the ATP Tour and beyond.
Building on a collaboration that began in , the new agreement focuses on delivering a more consistent and innovative broadcast product across all ATP Tour events. A key component is the implementation of Deltatre’s software to automate the display of player biographies and real-time match statistics on outside courts – a first for the sport of tennis. This system integrates multiple data feeds to ensure graphics are contextually relevant and synchronized with the on-court action, offering a scalable solution for tournaments of all sizes.
The advancements extend beyond basic statistics. The partnership will also introduce drone AR graphics, adding a new dimension to the broadcast coverage. This technology allows for the overlay of dynamic graphics onto live video feeds captured by drones, providing viewers with enhanced visual information and perspectives of the match.
Phil Tabor, Director of Live Production and Programming at ATP Media, emphasized the groundbreaking nature of Deltatre’s automation capabilities. Nobody else in tennis, and very few in sport, are doing what Deltatre is doing with automation. They are allowing us to bring consistency and innovation to more courts, raise the quality of production, and we’re opening new commercial opportunities
Tabor stated. This suggests a significant shift in how ATP Media approaches broadcast production, moving towards a more data-driven and technologically advanced model.
The move to automated graphics isn’t simply about aesthetics; it’s about efficiency and scalability. Traditionally, populating graphics with player information and match stats required significant manual effort, particularly across multiple courts simultaneously. By automating this process, ATP Media can free up resources and ensure consistent quality regardless of the tournament’s size or location. This is particularly important as the ATP Tour encompasses events ranging from the prestigious Masters 1000 tournaments to smaller, regional competitions.
Peter Bellamy, Chief Revenue Officer at Deltatre, highlighted the broader benefits of the partnership. Our role is to give ATP Media the technology and operational scale to deliver world-class coverage across every court, although opening new opportunities to increase value for over 70 broadcaster customers and their audiences worldwide. Our renewed partnership with ATP Media is already delivering these tangible outcomes,
Bellamy explained. This indicates that the improvements are not solely focused on the end-viewer experience but also on enhancing the value proposition for ATP Media’s broadcast partners.
The implementation of a remote production approach is another crucial element of the deal. Remote production allows broadcast teams to operate from a central location, reducing the need for extensive on-site personnel and equipment. This can lead to significant cost savings and increased flexibility, particularly in a sport like tennis where tournaments are held in locations around the globe. The ability to remotely manage graphics and data feeds further streamlines the production process.
The expanded partnership between ATP Media and Deltatre represents a broader trend in sports broadcasting – the increasing integration of technology to enhance the viewing experience and improve operational efficiency. Automated graphics, AR, and remote production are becoming increasingly common as leagues and broadcasters seek to engage fans and deliver a more immersive and informative product. The ATP Tour’s commitment to these technologies positions it at the forefront of innovation in tennis broadcasting.
The benefits extend beyond the immediate visual improvements. The data-driven nature of the new graphics package allows for more targeted and relevant content, potentially increasing viewer engagement. The enhanced broadcast product can attract new sponsors and advertising revenue, contributing to the financial health of the ATP Tour and its tournaments.
While the specific details of the drone AR graphics haven’t been fully disclosed, the potential applications are vast. Imagine seeing a player’s serve speed displayed in real-time as the ball leaves their racquet, or a graphic illustrating their historical performance against their current opponent overlaid on the court. These types of visual enhancements can add a new layer of understanding and excitement to the viewing experience.
The success of this partnership will likely be measured by several factors, including viewer engagement, broadcaster satisfaction, and the overall quality of the ATP Tour’s broadcast product. However, given the innovative nature of the technologies involved and the commitment of both ATP Media and Deltatre, the future of tennis broadcasting appears to be in capable hands.