Rolex Paris Masters Tournament
Mission
In late September 2025, the Rolex Paris Masters entrusted Samba with the full management of its newly created TikTok account, just one month after launch.
Our mission was clear: rapidly grow the channel, produce a high volume of content, and establish a strong, authentic presence ahead of and throughout the tournament.
Samba was responsible for delivering end-to-end TikTok management, including content strategy, creative production, daily publishing, and on-site coverage during the competition.
@rolexparismasters
The ballos are very active today 🔥
#RolexParisMasters
#Tennis
#sportstiktok
#Ballos
@Tennis TV @ATP Tour
♬ sonido original – 𝐈𝐯𝐚́𝐧 𝐑𝐌𝐮𝐬𝐢𝐜 🎧
Approach
To accelerate growth and maximize visibility, Samba deployed a TikTok-first strategy built on agility and high-volume creativity:
- High-Output Content Production
An initial target of 50 videos was surpassed with 113 posts thanks to a continuous flow of clips, highlights, behind-the-scenes moments, and fun tournament insights. - TikTok-Native Creative Strategy
A mix of spectacular points, humour, player reactions, and backstage access, all tailored to match TikTok’s DNA and trending formats. - On-Site Production Setup
A dedicated team captured exclusive footage to keep the feed lively and reactive during the entire tournament. - Paid Media Activation
A targeted campaign across France and Europe to accelerate reach and acquire new followers in key markets.
Results
The Rolex Paris Masters TikTok channel experienced explosive growth during the tournament:
- 115 posts published over the tournament period
- 1.4 million engagements generated through dynamic TikTok-native content
- 21 million video views across all content
- 60,000 new followers acquired, making the account the 3rd most-followed Masters 1000 tournament on TikTok
@rolexparismasters
Sonego 🆚 Musetti The Italian battle was amazing 🔥🇮🇹
#sportstiktok
#RolexParisMasters
#tennis
#Sonego
#Musetti
♬ original sound – 🙂
Samba’s integrated strategy of high-volume content, on-site production, and paid media activation allowed the tournament to rapidly establish a strong TikTok presence.
The account quickly became one of the most-followed Masters 1000 tournaments on the platform, demonstrating the effectiveness of a TikTok-first approach.
The account quickly became one of the most-followed Masters 1000 tournaments on the platform, demonstrating the effectiveness of a TikTok-first approach.
Beyond the numbers, the variety of content, from spectacular points to behind-the-scenes moments and player-focused clips, engaged fans in new ways, bringing them closer to the tournament experience.
This dynamic and fully integrated approach allowed Samba to turn a brand-new TikTok account into one of the fastest-growing platforms among ATP Masters 1000 tournaments.
