Fans collect a variety of digital items incorporating artwork generated from official match data, transforming on-court moments into visuals

Collect - It All Adds Up (1)

The ATP Tour has unveiled Collect: It All Adds Up, which it calls, “a collection game that lets tennis fans celebrate their journey through the sport”.

The collection starts at the National Bank Open presented by Rogers (Canada) this month.

Each stop adds limited edition digital collectibles to a fan’s collection.

The initiative is powered by blockchain technology, providing verified digital memorabilia for fans to collect and share.

Each collectible is tokenised and uniquely owned, serving as a virtual ticket stub. 

Fans collect a variety of digital items throughout the season, no matter where in the world they’re tuning in from. Digital assets from each match are available for just 24 hours on match day.

Special edition storytelling collectibles will also be released throughout the season – capturing milestones, shared moments, and the meta-narratives that define the sport, says ATP. 

Collect: It All Adds Up has been launched in partnership with fan engagement platform Trace.

Each collectable incorporates digital artwork generated from official match data, transforming on-court moments into visuals.

Fans can unlock rewards from sponsors as they collect the digital memorabilia. ATP Tour says the move “turns unknown fans into an addressable audience – brands are no longer just putting sponsorship money in for brand awareness; they’re now having active engagement and acquiring that fan directly.”

The ATP Tour and Trace first collaborated for the last edition of the ATP Finals. For that campaign, over 75,000 people signed up and a third of those collected digital memorabilia for every single match.

“For so many fans around the world, tennis is a ritual – staying up late, keeping up with results, staying close to the story of the Tour,” said Mark Epps, ATP director of communications and Web3. “Until now, there’s never been a way to mark that journey. Collect was created to change that. It’s a way for fans to look back and be recognised for their love of the game.”

“Trace was built on a singular idea: that being a true fan is worth recognising,” adds Tareq Nazlawy, CEO of Trace. “It’s powerful, emotional, and deeply personal — and with Collect, we’re turning that into something tennis fans can carry with them: a digital record of their journey and a way to unlock the best of the sport. It’s a privilege to bring this to life with the ATP Tour.”

This season’s campaign spans ATP Masters 1000 events in Canada, Cincinnati and Shanghai, and the season-ending Nitto ATP Finals in Turin. Fans will be able to collect singles matches from the quarter finals on, including WTA matches at the National Bank Open presented by Rogers and Cincinnati Open. In Turin, all singles matches will be available.