Sony and ATP Media announced a new multi-year strategic partnership to bring innovative products to global tennis.
The collaboration focuses on enhancing the fan experience and engagement across the ATP Tour’s global broadcast coverage and the Tennis TV OTT service.
Tennis TV Mobile App
Sony and ATP Media will develop a new Tennis TV mobile app, launching early 2026. The app leverages Sony’s sports businesses including Hawk-Eye Innovations, Beyond Sports, Pulselive, KinaTrax, and STATSports, as well as Sony’s professional services.
Hawk-Eye Innovations and HawkAR
The 2025 Nitto ATP Finals in Turin will feature Hawk-Eye Innovations’ HawkAR product for the first time. HawkAR uses augmented reality (AR) graphics overlays to enhance broadcast coverage through data-driven storytelling powered by live Hawk-Eye tracking data. Fans will be able to visualise performance statistics to understand the power, speed, and athleticism of ATP players.
HawkVISION Immersive Broadcast
Hawk-Eye’s HawkVISION technology will also be featured, providing an immersive broadcast experience. The system combines low-profile camera arrays with software-driven movements to deliver real-time, on-court perspectives similar to what athletes see during play. HawkVISION will be used across all nine ATP Masters 1000 events and the Nitto ATP Finals in 2026.
5G Connected Camera Pilot
Sony and ATP Media are piloting a 5G-connected camera solution during select 2025 Nitto ATP Finals matches. Using the Sony PDT-FP1 portable data transmitter and private 5G network services, photographers and videographers can capture high-resolution professional images and video of reactions and emotions and share them in real time.
Statements from Leadership
Michael Markovich, Chief Commercial Officer at Sony’s sports businesses, said: “We are absolutely thrilled to join forces with ATP Media to ideate and innovate against the electrifying drama of the ATP Tour to benefit millions of fans around the world. We have a long-standing strong and collaborative partnership with ATP Media and are incredibly excited to now operate with a strategic lens, aligned vision and joint energy towards the next generation of content to tennis fans around the world.”
Mark Webster, CEO of ATP Media, commented: “This is a pivotal moment for ATP Media and the global distribution of the ATP Tour. Sony’s expertise, particularly in real-time tracking and augmented reality through Hawk-Eye, directly aligns with our mission to deliver the most compelling and innovative coverage possible. This strategic alliance is designed to elevate the fan experience today while building the foundation for the future of interactive tennis content.”
Future Focus
The partnership builds on existing collaboration and adoption of Sony’s products. It extends beyond 2025, with focus on AI, data, and cutting-edge content formats to create next-generation storytelling and interactive fan engagement across ATP Tour platforms.
