Brand

ATP Tour Brings 11 Creators To Turin Finals For ‘On Tour With’ Campaign

Published on December 16, 2025

The Association of Tennis Professionals (ATP) deployed 11 digital creators to the Nitto ATP Finals in Turin, Italy (November 9-16, 2025), as part of a flagship activation called “On Tour With,” marking the latest expansion of tennis organizations’ creator-focused strategies.

The creators produced 290 pieces of content over 12 days at the season finale event, according to ATP materials. The initiative provided creators with access to blue-carpet player interviews, an exclusive TikTok space at the tournament, and meet-and-greets with competitors.

ATP selected creators from cities hosting ATP Masters 1000 tournaments to participate in the activation. Participants included Yuvi Randhawa (@yuvirayz), a Canadian creator with 1.1 million TikTok followers representing the National Bank Open; Zhihao Zhang (@zhihaowill), who has 7 million followers on Douyin and represented the Rolex Shanghai Masters; and Gabe Escobar (@gabesco), an actor and content creator with 3 million TikTok followers representing the Cincinnati Open.

Other participants included Italian creator Luca Campolunghi, Spanish creator Rafael Escrig, Olympic silver medalist surfer Kanoa Igarashi representing the BNP Paribas Open, and British creator Tamsin Wong.

Behind-the-Scenes Access Strategy

The activation gave creators access to players and to tournament operations typically unavailable to the general public. Randhawa conducted blue-carpet interviews in which players were asked which actors would portray them in movies. Zhang interviewed world number one Jannik Sinner and taught him Mandarin phrases during their conversation.

“On TV, it’s just a game itself. But on TikTok, we see the stories behind the screen,” Zhang said of the Turin experience.

Escobar leveraged his comedic background to ask players how fellow ATP Tour stars would describe them off court. “It’s fun to see and showcase what these guys are like off the court,” Escobar said. “There are so many cool things about them that you would never know if you just watched them playing tennis.”

Alignment With Industry Trends

The ATP activation follows the August announcement of a global content partnership between TikTok and ATP, which included the creation of a Tennis Creator Network providing TikTok creators with exclusive access to ATP Tour events. The #tennis community on TikTok grew 30% in 2025, with more than 1.8 million posts.

The U.S. Tennis Association implemented a dedicated credential program for approximately 50 creators at the 2025 U.S. Open, spanning food and beverage, lifestyle, entertainment, fashion, and family niches. Last year’s U.S. Open generated 2.3 billion engagements across its platforms during the three-week tournament.

ATP documented the Turin activation in a documentary available on Spotify.