The Social Stars of the ATP World Tour

The top performers in tennis are on full display at the U.S. Open. While on-court success comes first, the Big Apple-based tournament provides a platform for players to make their name on the global stage.
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A new chapter begins.. see you guys out there ? #USOpen Photo credit: @novakfan4ever #NoleFam

A post shared by Novak Djokovic (@djokernole) on

The sport regularly produces some of the most marketable stars in sports, claiming four of the top 15 endorsement earners within Forbes’ World’s Highest Paid Athletes. The massive marketing dollars still tend to follow the biggest winners, but the rise of athlete-driven media has carved out an opportunity for all players to build and maximize their value with social.

See how the ATP and its top performers stack up below.

ATP Social Report

To understand how the top athletes in tennis are building and engaging their audiences, we measured each Twitter, Facebook, and Instagram post shared by the top 73 ATP players from January 1st, 2018 to August 24, 2018.

In total, the players shared over 9 thousand posts, generating more than 126 million engagements. While they share more content and have more followers on Twitter, Instagram dominates fan engagement with a 5X higher engagement rate.

Total player audience — 130.1 million

Twitter — 52.8 million followers
Facebook — 49.2 million fans
Instagram — 28.2 million followers

Total player activity — 9 thousand posts

Twitter — 3,218 posts
Facebook — 2,466 posts
Instagram — 3,343 posts

Total player engagements — 126.1 million

Twitter — 10.3 million engagements
Facebook — 13.9 million engagements
Instagram — 101.9 million engagements

Player engagement rate — 5.17 percent

Twitter — 10.3 million engagements
Facebook — 1.2%
Instagram — 8.19%

ATP Player Social Ranking

A look at the ATP’s top individual performers by social category.

Player audience

Rafael Nadal — 35.7 million followers
Roger Federer — 32.5 million followers
Novak Djokovic — 19.9 million followers
Andy Murray — 8.8 million followers
Juan Martín del Potro — 7.1 million followers
Average — 1.8 million followers

Player activity

Nick Kyrgios — 461 posts
Rafael Nadal — 412 posts
Novak Djokovic — 402 posts
Márton Fucsovics — 397 posts
Kevin Anderson — 378 posts
Average — 124 posts

Player engagements

Rafael Nadal — 31.4 million engagements
Roger Federer — 25.4 million engagement
Novak Djokovic — 23.6 million engagements
Nick Kyrgios — 5.2 million engagements
Juan Martín del Potro — 3.8 million engagements
Average — 1.7 million engagements

Engagement rate

Marco Cecchinato — 17%
David Ferrer — 10.5%
Hyeon Chung — 10.3%
Alexander Zverev — 9.7%
Denis Shapovalov — 6.8%
Average — 5.17%

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