The Set will be produced by Prodigy Studios alongside strategic partner IMG Tennis (a division of WME Sports)
Andy Murray and his brother Jamie will launch a YouTube channel, named The Set.
The Set will be produced by Prodigy Studios, which also works on the creative side for The Overlap and The Switch, alongside strategic partner IMG Tennis (a division of WME Sports). It is also working with stakeholders across tennis, with archive footage from ATP Media, The All England Lawn Tennis Club, and the LTA to be used in content, and behind-the-scenes access at tournaments.
Overall, content will be a mix of expert masterclasses, challenges, road trips, behind-the-scenes access into the world of tennis and sport, and personality-driven content with global superstars. The first episode will air at 5pm on 26 July, titled, Can We Turn KSI into a Pro Tennis Player?.
As well as being shown on YouTube, content will also be available to broadcast partners of Wimbledon, which in the UK is the BBC.
The Set hopes to expand into live events, podcasts and sponsor-led opportunities in the future.
Andy Murray said: “I am a big fan of the YouTube content that sports stars like Bryson DeChambeau and Kevin Pietersen are creating and have thought for a long time that there is space in tennis for something similar. I love tennis and I’ve always tried to have fun whilst playing and so I’m excited to share that side of the sport with tennis fans. I’ve also always been really interested in the stats and the data behind sport, the expert insights and the small percentages that can make a difference, so we’ll be delving into that as well as the light-hearted stuff.”
Jamie added: “Tennis is a global sport with limitless stories. It’s been great working with my brother on the initial content; our goal is to evolve the channel based on what the fans actually want to see. We’ve got big ideas for where this can go.”
Tom Robinson and Rhodri Burgess, co-CEOs of Prodigy Studios, added: “YouTube has become the epicentre of modern fandom and a core pillar of the new sports media infrastructure. What excites us about working with Andy and Jamie is not just their status within tennis but their authenticity, chemistry and credibility together on camera, which gives The Set the potential to become a truly defining voice within the sport”.
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