Stockholm Open turns social: How a 50-year-old tournament became a must-follow.
Stockholm Open, the world’s oldest indoor ATP tournament, didn’t just fill the Royal Tennis Hall in Stockholm in 2025. It filled people’s feeds. After partnering with sports marketing agency IngagerSports, the tournament’s social media views exploded by roughly 450% compared to 2024.
Across Instagram and TikTok, Stockholm Open generated more than 5.5 million organic views during the tournament, transforming the event from something you attend into something you follow. The strategy was simple, but not easy: more access, more energy, more posting. All built for the way people actually consume sports today.
