ATP Media & Deltatre Extend Partnership for Enhanced Broadcast Graphics & Data

ATP Media, the broadcast arm of the men’s professional tennis tour, is deepening its technological partnership with Deltatre, a video streaming technology firm. The expanded agreement, announced this week, will cover broadcast graphics, data, and production services across the entire 2026 ATP Tour season.

The collaboration was initially deployed during the recent BNP Paribas Open in Indian Wells, where Deltatre showcased its capabilities by implementing automated, data-driven TV graphics on all outside courts. This included a new broadcast graphics package and Drone AR (Augmented Reality) graphics, all managed remotely by a team based in London.

Deltatre’s software automatically displayed crucial player information – biographies, head-to-head records, and match profiles – on outside court broadcasts. This was achieved through the integration of multiple data feeds and pre-arranged schedules to ensure graphics aligned seamlessly with on-court action.

Phil Tabor, Director of Live Production and Programming at ATP Media, highlighted the innovative nature of Deltatre’s work. “Nobody else in tennis, and very few in sport, are doing what Deltatre is doing with automation,” he said. “They are allowing us to bring consistency and innovation to more courts, raise the quality of production, and we’re opening new commercial opportunities as a result.”

This new agreement builds upon a partnership that began in 2017, focusing on data and graphics integration. The services will be utilized across the season-ending ATP Finals, the prestigious ATP Masters 1000 events, the ATP 500 series, and the Next Gen ATP Finals.

Beyond the graphics package, Deltatre will also distribute a broadcast data feed integrated with ATP Media’s existing data and production systems. They will continue to provide WebCIS support, facilitate both on-venue and remote workflows, and integrate with IP Director for highlights production.

Peter Bellamy, Chief Revenue Officer at Deltatre, emphasized the benefits for ATP Media and its broadcast partners. “Our role is to grant ATP Media the technology and operational scale to deliver world-class coverage across every court, while 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.”

The move comes as ATP Media actively works to modernize its broadcast offerings, expand its global fanbase, and increase viewer engagement. This is evident in several recent strategic partnerships.

In November, ATP Media partnered with Sony to introduce new technologies into the ATP Tour’s global coverage and its over-the-top (OTT) service, Tennis TV. This collaboration focuses on leveraging artificial intelligence, data analytics, and innovative content formats to enhance storytelling across all ATP Tour platforms, utilizing Sony’s sport businesses – including Hawk-Eye Innovations, Beyond Sports, Pulselive, KinaTrax, and STATSports – as well as Sony’s professional services.

As part of the Sony partnership, HawkVISION technology will be integrated across all nine ATP Masters 1000 events and the ATP Finals in 2026. This system utilizes low-profile cameras to provide viewers with a unique on-court perspective, mirroring the view experienced by the players themselves.

Earlier this month, the ATP Tour also renewed and expanded its content partnership with Overtime, a US-based sports media company geared towards younger audiences. This partnership aims to bolster the Tour’s appeal to a younger demographic.

The extended agreement with Overtime will observe the continued creation of short-form, behind-the-scenes content distributed across Overtime’s Instagram and TikTok channels, as well as the ATP’s own social media platforms. Coverage will be expanded to include more tournaments from the ATP Masters 1000, ATP 500, and ATP 250 circuits throughout the 2026 season.

The ATP Tour has also recently established global content partnerships with TikTok and Sportify, and launched new global marketing campaigns alongside a refreshed brand identity, signaling a comprehensive effort to connect with a broader audience and enhance its overall brand presence.