ATP Store Launches Global Fan Connection
As the 2025 ATP season winds down with players nursing weary limbs from endless rallies, a new online outpost emerges to keep the sport’s fire burning—merchandise that captures the thrill of a down-the-line winner without stepping on court.
In the hush following the year’s final volleys, the ATP Tour unveils The ATP Store, a global e-commerce destination set for January 2026. This platform extends the game’s rhythm beyond packed stadiums, offering apparel and accessories that echo the precision of crosscourt shots and heavy topspin exchanges. Partnering with Levy Merchandising as the official retail supplier, it promises year-round access to items from partners like Lacoste, Dunlop, Waterdrop, and the recent Palmes collaboration, plus an exclusive ATP fanwear line designed in-house.
Fans Relive Court Intensity Daily
The store arrives as a steadying force amid the off-season’s quiet, where anticipation simmers for the next hard-court battles or grass-court sprints. Fans can stock up on gear that mirrors tactical shifts—Lacoste polos evoking serve precision, Dunlop racquets hinting at one–two patterns—turning everyday routines into subtle nods to the tour’s demands. This collection fosters a deeper bond, letting supporters carry the emotional weight of five-set marathons in comfortable, custom pieces.
“The ATP Store opens up a new way for fans to connect with our brand. Through merchandise, we see a real opportunity to raise the sport’s profile off court, reach new fans, and deliver meaningful value to our partners. We now have a dedicated licensing and retail team to strengthen our focus in this space, and we’re excited to partner with Levy to keep building on this momentum.”
Levy Merchandising’s expertise in sports retail scales this vision worldwide, managing e-commerce alongside potential pop-up shops at tournaments where crowd energy pulses through baseline scrambles. Their global supply chain ensures reliable delivery, adapting to fan needs across time zones much like players tweak grips for varying surfaces. The agreement covers licensed products that evolve with the tour, bridging the psychological gaps between seasons.
Executives Envision Merchandise Momentum
Behind the launch, leaders see merchandise as a vital extension of the ATP’s reach, countering the isolation of off-court months with tangible connections to athletes’ grit. Eno Polo, ATP CEO, emphasizes how this initiative amplifies the sport’s allure, drawing in newcomers while rewarding loyalists through innovative retail. It positions the tour to sustain momentum, much like a well-timed inside-in forehand that shifts a match’s tide.
“We feel an enormous sense of pride to be trusted by the ATP Tour to build out this global retail platform with them. The ATP Tour has a genuinely global reach, with highly engaged fans supporting avidly wherever it goes. Merchandising is a great way for fans to feel connected to the sports and athletes that they love, and we are excited to provide the premium, customised shopping experience they deserve through bespoke product creation and a truly globalised e-commerce platform. This is a significant moment in our evolution as our growth journey continues.”
Sign-up is live now here, inviting fans to enter a draw for a £500 gift voucher and a match-worn item from an ATP player. This early hook builds excitement, mirroring the tension of a tiebreak as supporters gear up for the full rollout at www.atptourstore.com. As 2025 closes, The ATP Store sets the stage for 2026’s on-court dramas, keeping the game’s strategic pulse alive in every fan’s hands.
