ATP Tour steps into retail with first official merch store in Madrid

From styled arrivals and merch to a network of TikTok content creators, the Tour is giving tennis a modern makeover.

Published Apr 24, 2026

Tennis fans can now wear their love for the ATP Tour on their sleeve—or their cap, T-shirt, and socks—thanks to launch of its first official merch store.

First debuting online in January 2026, the ATP Store features a variety of branded tennis apparel and accessories. And now, for the first time, fans can enjoy a curated in-person shopping experience on site at the Mutua Madrid Open.

Set up in the fan village, the store features staples like hoodies, caps and tees, alongside trendy collaborations from Palmes Tennis Society and apparel from Lacoste.

“Fans are increasingly looking to connect with our sport beyond the matches,” Daniele Sano, ATP Chief Business Officer, said in a statement. “As tennis continues to grow in the fashion and lifestyle space, the opening of our first in-person ATP Store creates a new way to experience the Tour, helping us to reach new audiences, expand our global footprint and elevate the ATP’s cultural relevance.”

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Alex de Minaur, Gabriel Diallo and Alexander Zverev were some of the players who arrived in style to the Madrid Open.

It’s another step in the right direction for the ATP Tour on the style front. The organization recently launched ATP Style Studio at select tournaments, providing players with a stylist and access to a designer wardrobe to help elevate their fashion game.

Since March, the Tour has also staged “Athlete Arrivals” at several big tournaments, including Madrid. These moments are designed to mirror the tunnel walk scenes that often go viral in Formula 1 and NBA, with a photographer on hand so players can generate content to share on social media.

All of it ties back to the ATP’s OneVision roadmap, a long-term multi-pronged strategy focused on expanding the sport’s global reach and deepening fan engagement—particularly among younger audiences.

Speaking to Tennis Channel at the 2026 Australian Open, ATP CEO Eno Polo emphasized the importance of creating multiple touchpoints for fans to discover and engage with the sport.

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“At the end of the day, without the fans we wouldn’t be here. The fans can connect through the sport of tennis by buying a ticket and coming here,” Polo said in Melbourne. “We had a record attendance in 2025 of 5.6 million, which is great, but we reached close to one billion viewers. So that’s where the (opportunity) is; there’s the 5.6 million, and all the rest are watching.”

A look at the ATP Tour’s latest interactive and digital-first initiatives highlights how deep that commitment goes:

Earlier this year the Tour launched ATP Fantasy, a game that puts fans in the role of coach, selecting player lineups—with former world No. 3 Dominic Thiem sharing his weekly picks and insights.
The Tour also introduced Collect: It All Adds Up, a digital collectibles game that allows fans track their journey through the sport. Fans can ‘collect’ individual matches, available for just 24 hours on match day, while special-edition storytelling collectibles also drop throughout the season to commemorate milestones, shared moments, and the broader narratives to further gamify the viewing experience.
Last year, the Tour launched a new partnership with Spotify promising even more original video content focused on the intersection of tennis and culture, while also spotlighting athletes, tournaments and defining moments.

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The ATP also made a major play to millennial and Gen Z/Alpha audiences with the launch of the TikTok Tennis Creator Network, which brings together content creators from key ATP markets—together reaching more than 25 million followers—and gives them behind-the-scenes access to tell their own stories around the Tour.
That effort builds on a 2025 partnership with Overtime, which aimed to introduce tennis to 100 million-plus audience through of Overtime Tennis.

Behind the scenes, the Tour has also refreshed its digital identity, rolling out the “It All Adds Up” campaign developed by Wieden+Kennedy and unveiling a streamlined new logo and brand system developed with Chermayeff & Geismar & Haviv.

Taken together, these initiatives outline a clear shift in how tennis is being packaged and presented—not just as a sport, but as a cultural product that lives across fashion, media and digital platforms.

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