Sony and ATP Media have announced a multi-year strategic partnership to bring innovative new products to global tennis.
Sony and ATP Media will collaborate to develop the next generation of innovations to enhance the fan experience and engagement across the ATP Tour’s global broadcast coverage and OTT service Tennis TV, including developing a new Tennis TV mobile app (launching early 2026). The agreement leverages Sony’s sports businesses including Hawk-Eye Innovations, Beyond Sports, Pulselive, KinaTrax, and STATSports, as well as Sony’s professional services.
The partnership kicked off this week at the 2025 ATP Finals in Turin, Italy. For the first time, the ATP Tour coverage features Hawk-Eye Innovations’ HawkAR product – augmented reality-based graphics overlays that will enhance the overall broadcast experience through data-driven storytelling, powered by live data generated by Hawk-Eye’s live tracking system. With HawkAR insights, fans will be able to visualise new performance statistics, thereby better understanding and appreciating the power, speed, and athleticism of leading tennis players on the ATP Tour.
Additionally, Hawk-Eye’s HawkVision, an immersive broadcast experience bringing fans closer to the action, will feature again on the ATP Tour at the 2025 ATP Finals, having been tested previously at ATP Masters 1000 events in Miami and Madrid. HawkVision combines low-profile camera arrays with software-driven movements for real-time coverage, giving fans a unique on-court perspective mirroring what the athletes themselves see during play. With no moving parts, the system ensures zero disruption to athletes or spectators while delivering unique broadcast footage. The technology will be available across all nine ATP Masters 1000 events and the ATP Finals in 2026.
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.”
Sony and ATP Media are also piloting a state-of-the-art 5G connected camera solution during select matches of the 2025 ATP Finals. Utilising Sony’s PDT-FP1 portable data transmitter and private 5G network services, selected photographers and videographers are able to capture high-resolution professional images and video of reactions and emotions, and share them in real-time.
The partnership, building on an existing collaboration and adoption of Sony’s products, extends well beyond 2025, committing both Sony and ATP Media to the development of future broadcast and interactive fan engagement experiences. Key areas of focus will include leveraging AI, data and cutting-edge content formats to create richer, next-generation storytelling across all ATP Tour platforms.