Programme is designed to build ATP players’ knowledge of the sports industry
ATP has launched the ATP Business Education Programme, a new educational initiative in collaboration with LaLiga. The programme is designed to build ATP players’ knowledge of the sports industry and open professional opportunities following their playing careers.
This season the programme comprises 30 tuition hours, delivered online and in person over four months. In total, more than 20 ATP players have enrolled for its first edition. The programme launched with an in-person session at LaLiga's headquarters in Madrid, opened by ATP Chairman Andrea Gaudenzi and LaLiga President Javier Tebas.
The programme will be taught by various industry experts with first-hand knowledge of both the tennis world and the wider sports industry. Topics covered will range from sports marketing, sponsorship and personal branding to social media, fan engagement, event management and governance. At the initial in-person session, players also had an exclusive opportunity to learn about the rebranding of LaLiga, which will be implemented this summer.
The course will also feature a two-day classroom session in New York during the US Open.
ATP Chairman Andrea Gaudenzi said: “This programme is something very close to my heart. When I reflect on my own journey, education helped me unlock career prospects post-tennis and took pressure off me as a player. It also gave me more insight into how to manage my career. We’re proud to collaborate with LaLiga to deliver this incredible opportunity to ATP players. It will no doubt be valuable for players, both during and after their time on Tour.”
LaLiga President Javier Tebas said: "It is an honour for LaLiga to co-organise with the ATP, through LaLiga Business School, this training program for professional tennis players. Training is essential for the freedom of athletes and for their professional future after their sports career. Therefore, it is great news that more and more professional athletes have access to quality training to improve their present and future experience."
Former player and ATP’s Ambassador for the ATP Business Education Programme Michael Berrer said: “I have experienced first-hand how important education was and still is. The ATP Business Education Programme introduces players to the foundations of sport business and provides them with input from industry leaders. These skills and knowledge will help them tremendously during and after their careers.”
Programme participant and ATP Board Member Pablo Andujar said: “It is a good move from the ATP to organise these programmes for players. I think this is a great experience for players that want to develop their post-tennis careers. I’m excited for our sport to continue working in this direction.”