Hi, it’s Marc. ✌️

"We learned the hard way: keep things simple. Overcomplicating propositions alienates fans. When we stripped it back this year, we smashed our targets."

We sat down with Mark Epps, Director of Communications and Web3 at ATP Tour, who shared insights into the organization’s Web3 journey, the successes of its recent Momentum Drop activation, and its vision for the future of fan engagement.

Watch on YouTube

In November 2024, the ATP Tour launched Momentum, offering fans 15 free, match-specific digital collectibles at the ATP Finals. These data-driven NFTs use match metrics to visualize player momentum, blending storytelling with fan engagement—no crypto jargon, just exclusive digital experiences.

Tennis has 1B fans, yet fewer than 1% attend events each year. The rest are intermediated by broadcasters or social media platforms. The result?

Limited fan data: ATP struggles to understand fan preferences and behaviors.
Missed sponsor opportunities: Without direct relationships, sponsors lack effective ways to connect with fans.

Momentum Drop—the ATP’s latest Web3 activation—addresses these challenges.

In November 2024, the ATP Tour launched Momentum at the ATP Finals in Turin. The activation offered fans 15 match-specific digital collectibles, visualizing player momentum using match data.

No crypto jargon: The experience was Web3-powered but it felt familiar and simple to use.
Time-sensitive claims: Fans had just 24 hours to collect each item, creating urgency and retention.

Results That Speak Volumes: Momentum Drop shattered expectations.

75K participants: Far exceeding expectations for sign-ups.
10 collectibles claimed per fan (on average): Fans returned five times during the event, demonstrating high retention.
25K fans claimed all 15 items: A testament to the stickiness of the experience.
87% opt-in rate for marketing: Over 65K fans opted into ATP communications—proof of deep engagement.

"The numbers blew our minds," said Epps. "It was proof that tennis has a passionate cohort of fans who want their engagement recognized and rewarded."

Subscribe now

Here’s what we’ve covered:

Scarcity drives action: Fans respond to time-limited, high-value activations.
Simplicity scales: Overcomplication derails adoption—strip experiences down to the essentials.
Build for sponsors: Sponsors demand measurable ROI. Web3 creates new opportunities for granular insights and high-value engagements.
Centralize the fan journey: Unify touchpoints (e.g., ticketing, merch, social) to enhance personalization and lifetime value.
Proof matters: Use early wins to validate hypotheses and secure internal buy-in for long-term projects.

And much more.

AI Mastery: Your Business Can't Wait

Tired of AI investments that don't deliver? Stop wasting time - and start generating immediate ROI with AI. "The AI Process Playbook for Business" shows you how to transform your operations with battle-tested frameworks and practical generative AI workflows. From first prompt to full implementation, fast-track your AI advantage today.

Order Now

On why Web3 isn't overhyped, Mark said:

"It's tough to say it’s overhyped when we haven’t seen that many sticky and sustainable use cases yet. For us, Web3 is a pragmatic tool to solve a clear business problem—not about dropping random NFT collections to extract value from audiences."

Key Take-Aways for Brand Leaders

Unlock billions of fans globally: Traditional engagement relies on intermediaries (e.g., social media, broadcasters), limiting direct relationships and monetization. Build direct-to-fan platforms that collect meaningful fan data while reducing dependency on third-party platforms.
- PRO TIP: Start with a Fan ID system—a decentralized digital identity that follows fans across interactions (e.g., ticketing, merch, digital activations).
Experimentation yields growth: Success requires iteration. Early wins build credibility, while “failures” provide data to refine future activations. Adopt a test-and-learn mindset—validate concepts through small pilots, then scale once KPIs align.
- PRO TIP: Simplicity is non-negotiable. Keep experiences frictionless, especially when introducing new tech.
Retention wins through gamification: Fans engage more deeply when there’s scarcity and a clear incentive to return. Use scarcity and completion-based rewards to drive repeat engagement.
- PRO TIP: Design collectible systems that reward consistency—think streak bonuses or milestone achievements.
Data-driven fan engagement: Personalized rewards and engagement strategies increase loyalty and lifetime value. Leverage blockchain to build fan profiles based on on-chain activity. Reward loyalty with tokenized benefits or exclusive access.
- PRO TIP: Use token-gated activations (e.g., premium merch drops, sponsor perks) to deepen connections with superfans.
Scaling through iteration: A single, centralized engagement platform builds consistency across events while creating scalable systems. Identify fragmented fan ecosystems within your brand and integrate them under a single platform.
- PRO TIP: Partner with scalable blockchain solutions that offer speed, cost-efficiency, and high-volume transaction support.

ATP’s approach shows how Web3 is more than a tech trend—it’s a strategic enabler for deeper fan connections, actionable data, and scalable engagement models.

What’s Next

ATP plans to scale Momentum Drop across its year-long tour calendar, creating a Fan ID system that unifies engagement across platforms—from tickets to merchandise.

The takeaway? Web3 isn’t just hype. For ATP, it’s solving business challenges while building deeper connections with fans and sponsors alike.

Tune in to dive deeper into ATP’s Web3 strategy.

That’s all for now.

Thanks,

Marc & Team

▶️Top Podcasts:

Find our other podcasts here:

⚡️ Work With Us & Reach 50k+ Corporate Leaders

Our industry OGs, vast network, research team & 50k+ B2B audience help you:

Co-publish enterprise-grade reports with us, driving traffic and boosting B2B outbound conversion rates.
Execute a multi-channel growth campaign that delivers better results than anything else in Web3's consumer space.

Get in Touch Today

ATP Tour’s Web3 Playbook