The multi-year partnership between FanCode and ATP Media, which makes FanCode the exclusive digital home of the ATP Tour across the Indian subcontinent through 2028, represents a structural shift in how the sport will be followed, understood, and monetized in one of the world’s fastest-growing digital markets.
Men’s professional tennis in India is entering a decisive new phase, not on the courts but on screens.
For Indian tennis fans, this is not merely a change of broadcaster. It is the first time the entire men’s professional tour—outside the four Grand Slams—has been consolidated on a single, digital-first platform with year-round continuity. The deal covers more than 50 tournaments annually, including all ATP Masters 1000 events, ATP 500s, ATP 250s, and the season-ending Nitto ATP Finals, offering unprecedented access to the rhythm of the tour rather than just its headline moments.
Tennis Beyond the Grand Slams
Historically, tennis viewership in India has been episodic. Interest spikes during Grand Slams—Australian Open, Roland Garros, Wimbledon, and the US Open before fading rapidly during the regular tour. This fragmentation has long hurt deeper engagement with the sport, particularly with emerging players and mid-tier tournaments that form the backbone of professional tennis.
The FanCode–ATP partnership directly addresses this gap. With Sony holding two Slams and JioStar the other two, FanCode now controls the connective tissue of the men’s season: the Sunshine Double, the clay-court swing, the grass warm-ups, the North American hard-court run, and the indoor European circuit. For the first time, Indian fans can follow player narratives week after week—ranking climbs, form slumps, surface transitions without platform-hopping.
This continuity matters in a sport increasingly driven by rivalries and storytelling. The Alcaraz–Sinner era, Novak Djokovic’s longevity, and the churn behind the top 10 require sustained exposure to resonate beyond hardcore audiences.
Why Digital-First Fits Tennis
Tennis, more than most global sports, is structurally suited to digital consumption. Multiple courts, overlapping matches, long calendars, and varied time zones make linear television an inefficient delivery model. FanCode’s digital-native architecture allows fans to choose specific matches, courts, or tournaments rather than committing to full broadcast windows.
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Equally significant is the platform’s flexible pricing—match passes, tour passes, and monthly subscriptions which lowers the entry barrier for casual fans. A viewer interested only in an Indian Wells quarterfinal or a Carlos Alcaraz night match can now access it without committing to a full-season package .
This model mirrors how younger audiences already consume sport: selectively, interactively, and on mobile devices.
One of the most consequential aspects of the deal is localization. Tennis in India has traditionally been presented in a narrow, English-first broadcast format. FanCode’s push toward AI-powered multilingual commentary across Indian languages could quietly transform who feels included in the sport. By lowering linguistic and cultural barriers, tennis becomes less elitist and more accessible, particularly in non-metro markets where digital growth is strongest. For a sport that has struggled to convert viewership into participation in India, this shift could have long-term implications .
The 2026 Calendar and Content Volume
The timing of the deal is also critical. From 2026 onward, seven of the nine ATP Masters 1000 events will run as expanded 12-day tournaments, increasing match volume by nearly 50 percent. For fans, this means more marquee clashes and extended storylines; for FanCode, it means sustained engagement windows rather than short spikes .
These elongated events blur the line between Masters tournaments and Grand Slams, further strengthening the importance of tour-level coverage.
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While India currently lacks elite singles representation on the ATP Tour, visibility still matters. A generation of fans exposed consistently to professional tennis its tactics, personalities, and rhythms is essential for rebuilding grassroots interest. Tennis cannot survive on Slam highlights alone.
More importantly, this deal reframes tennis as a weekly sport, not an occasional spectacle. That cultural shift is what Indian tennis has lacked since the post-Paes–Bhupathi era.
A Quiet but Pivotal Moment
The FanCode–ATP partnership will not produce viral moments overnight. Its impact will be gradual, measured in retention rather than ratings spikes. But structurally, it is one of the most important developments for tennis consumption in India in the last decade. By consolidating the ATP Tour, embracing digital-native delivery, and localising the fan experience, the deal offers tennis something it has long needed in this market: continuity, context, and accessibility.
If sustained well, this could finally allow tennis to move out of the shadows of its Grand Slam dependency and into the everyday sporting conversation in India.
