The ATP launched its “Player Activation Program” in 2022 to create connections between its sponsors and athletes for marketing activations. As professional players operate as independent contractors, the ATP does not have the authority to mandate player appearances or activations in sponsorship contracts. This program aims to help ATP partners maximize their marketing rights and offers additional earning opportunities for players.
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Brendan Gilson, ATP's Senior Director of Athlete Marketing, noted that prior to the program, introductions were limited and not scalable. Initially, the program was primarily focused on social media posts requiring minimal effort from players. However, since its expansion in 2023, it now includes in-person appearances and more substantial ambassador roles.
By 2026, the program achieved a significant milestone, generating $5 million in earnings for players through nearly 200 activations involving over 100 athletes in more than four years. While the total might not be large compared to some sponsorship deals, Gilson stated that players' earnings from the program have increased significantly since launching.
An ATP spokesperson mentioned that half of the program participants ranked outside the top 50. Examples of activations include ATP No. 39 Cam Norrie participating in Lexus social media content and wider partnerships involving ATP No. 43 Matteo Berrettini and No. 11 Arthur Fils with the Saudi Arabian Public Investment Fund. Sponsors narrow down potential athletes to a shortlist, which is then presented to players for acceptance, negotiation, or decline, with the ATP not taking any commission from the deals.
Gilson emphasized that sponsors involved in these discussions are already invested in tennis and seek deeper engagement. He pointed out that player rankings are not the only factor that can effectively connect brands with audiences in specific markets.
The ATP’s commercial operation also provides player services aimed at enhancing personal branding and promoting self-generated digital content. Gilson explained that without a club identity, the ATP focuses on player connections to engage a global fan base, aiming to assist players in becoming internationally recognized stars.