{"id":278007,"date":"2025-11-12T07:46:12","date_gmt":"2025-11-12T07:46:12","guid":{"rendered":"https:\/\/www.newsbeep.com\/ca\/278007\/"},"modified":"2025-11-12T07:46:12","modified_gmt":"2025-11-12T07:46:12","slug":"sony-and-atp-media-seal-multi-year-global-alliance-to-revolutionise-tennis-broadcasting","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ca\/278007\/","title":{"rendered":"Sony and ATP Media seal multi-year global alliance to revolutionise tennis broadcasting"},"content":{"rendered":"

Sony Group Corporation<\/a> has announced a multi-year strategic partnership with ATP Media<\/a>, the global broadcast and media arm of the ATP Tour<\/a>, in a move set to revolutionize how tennis is produced, distributed, and experienced.<\/p>\n

The collaboration, unveiled during the 2025 Nitto ATP Finals<\/a> in Turin, will deploy Sony\u2019s cutting-edge technology across the ATP Tour to deliver more immersive and data-driven fan experiences.<\/p>\n

The agreement brings together Sony\u2019s suite of leading sports technology companies, Hawk-Eye Innovations<\/a>, Beyond Sports<\/a>, Pulselive, KinaTrax<\/a>, and STATSports<\/a>, to jointly develop next-generation production, data, and digital solutions for ATP Media. The partnership will begin rolling out at the season finale in Turin before expanding to all nine ATP Masters 1000<\/a> tournaments in 2026.<\/p>\n

At the center of this innovation push are Hawk-Eye\u2019s HawkAR augmented reality system and HawkVision, a dynamic camera platform designed to give audiences deeper on-court perspectives. HawkAR overlays live match data and tracking graphics in real time, while HawkVision uses ultra-low-profile, software-guided cameras to capture fluid, cinematic motion. Both tools are expected to transform the storytelling of live tennis coverage.<\/p>\n

Sony is also piloting 5G-connected camera workflows during the ATP Finals, using its proprietary PDT-FP1 portable data transmitters and private 5G networks to enable instant, high-resolution match feeds. These advancements aim to bring broadcasters greater flexibility and unlock interactive experiences for fans across platforms.<\/p>\n

The partnership extends beyond broadcast to ATP Media\u2019s digital ecosystem. Sony will assist in redesigning Tennis TV, the ATP Tour\u2019s official streaming service, with a new mobile-first platform launching in early 2026. The revamped app will integrate live stats, interactive visualizations, and immersive video formats to meet the expectations of a tech-savvy global audience.<\/p>\n

Michael Markovich, Chief Commercial Officer at Sony\u2019s sports businesses, said, \u201cWe 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.\u201d<\/p>\n

Mark Webster, CEO of ATP Media, added, \u201cThis is a pivotal moment for ATP Media and the global distribution of the ATP Tour. Sony\u2019s 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.\u201d<\/p>\n

The collaboration comes as both organisations double down on innovation. ATP Media continues to strengthen its global distribution network and expand its digital infrastructure, while Sony deepens its footprint in global sports technology, building on recent initiatives in football, athletics, and the NFL.<\/p>\n

The 2025 Nitto ATP Finals, featuring the top eight singles players and doubles teams of the season, serves as the first live showcase for the partnership\u2019s suite of technologies, setting a new industry standard for interactive and data-enhanced coverage.<\/p>\n

Sony\u2019s growing presence in the global sports ecosystem includes its work with the Tokyo 2025 Global Athletics Experience<\/a> and the NFL<\/a>\u2019s advanced tracking systems, underscoring its position at the intersection of entertainment, data, and immersive fan engagement.<\/p>\n

For ATP Media, the Sony deal adds to a growing portfolio of strategic partnerships that reflect the sport\u2019s broader commercial evolution. The ATP has recently expanded collaborations with Lexus<\/a>, Spotify<\/a>, Emirates<\/a>, Verizon<\/a>, Stella Artois<\/a>, Quint<\/a>, Overtime<\/a>, and Polaroid Eyewear<\/a>, uniting technology, lifestyle, and entertainment to engage a new generation of tennis fans.<\/p>\n

The Sony\u2013ATP Media partnership represents more than a production upgrade. It marks a turning point in how tennis, and sports at large, will be experienced: immersive, intelligent, and driven by the fusion of creativity and technology.<\/p>\n","protected":false},"excerpt":{"rendered":"Sony Group Corporation has announced a multi-year strategic partnership with ATP Media, the global broadcast and media arm…\n","protected":false},"author":2,"featured_media":278008,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[442],"tags":[126869,6733,111121,126870,22932,126871,49,48,126872,126873,126874,126875,126876,126877,82,126878,126879,593],"class_list":["post-278007","post","type-post","status-publish","format-standard","has-post-thumbnail","category-tennis","tag-association-of-tennis-professionals-atp","tag-atp","tag-atp-masters-1000","tag-atp-media","tag-atp-tour","tag-beyond-sports","tag-ca","tag-canada","tag-hawk-eye","tag-hawk-eye-innovations","tag-kinatrax","tag-nitto-atp-finals","tag-pulselive","tag-sony-group-corporation","tag-sports","tag-statsports","tag-statsports-group","tag-tennis"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/278007","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/comments?post=278007"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/278007\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media\/278008"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media?parent=278007"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/categories?post=278007"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/tags?post=278007"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}