Tennis Channel & WTA Extend Partnership | Tennis News
Tennis Channel strengthens its commitment to women’s tennis by extending its broadcast deal with teh WTA through 2032, ensuring fans can enjoy over 2,000 matches each season, including international tournaments and the WTA Finals. This strategic move signals a dedication to amplify coverage and boost exposure for the sport, coinciding with the rising popularity of the primary_keyword women’s tennis and the emergence of top players. The enhanced agreement, representing a significant investment, supports the WTA’s growth plans and builds upon the organization’s partnership with CVC Capital Partners, driving commercial success and athlete profile growth. Viewership, particularly among younger demographics, is surging. See the full story at News Directory 3 and discover how thes significant developments are reshaping the tennis landscape.What’s in store for the upcoming media rights negotiations?
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Tennis Channel Extends WTA Broadcast Deal Through 2032
Updated June 26, 2025
The Tennis Channel has extended its agreement with the Women’s Tennis Association (WTA) through 2032, ensuring the continued broadcast of over 2,000 matches each season. The deal encompasses international tournaments and the WTA Finals.
Tennis Channel CEO Jeff Blackburn told CNBC that the agreement includes a “pretty big step up in our payments” for the U.S. media rights. Blackburn, who took the helm in May after a long career at amazon, emphasized the network’s commitment to covering professional tennis comprehensively.
Sinclair, the owner of the Tennis Channel, had considered selling the network but has since ceased those efforts following Blackburn’s appointment, according to a source familiar with the matter.
The Tennis Channel is also focused on growing its direct-to-consumer streaming app, launched in November 2024, which offers the same programming as the pay-TV network for $9.99 a month or $109.99 annually.
Marina Storti, CEO of WTA Ventures, noted the partnership signifies a commitment to increased exposure across all platforms and equal exposure for women and men. She also highlighted the substantial increase in rights fees as a significant milestone for the WTA’s growth plan.
WTA events on the tennis Channel have seen growing viewership, especially among the 18- to 34-year-old demographic.
‘Equal footing’
The deal coincides with the rise of American female tennis players in global rankings and the increasing popularity of women’s sports.Madison Keys won the Australian Open in January, and Coco Gauff secured the French Open title in June.
“Tennis is realy the only major sport where the men’s and women’s game is on equal footing, and that’s really important,” Blackburn said. He also noted the Tennis Channel 2 free streaming option designates every Tuesday as “Women’s Day,” showcasing only women’s match coverage.
The WTA formed a strategic partnership with CVC capital Partners in 2023, receiving a $150 million investment for a 20% stake in WTA Ventures, aimed at growing commercial revenue through sponsorships and media rights deals. WTA Ventures aims to triple its revenue by 2029 and reported a 24% revenue increase in its first full year.
Storti said the WTA’s long-standing media rights deal with DAZN expires at the end of next year, and talks for new deals beginning in 2027 have commenced. The WTA’s global audience surpassed 1 billion viewers last season, with the U.S., China, and Poland being key growth markets.
The WTA has also recently introduced a paid maternity leave policy funded by the Saudi Public investment Fund and a new policy allowing players to protect their rankings during fertility treatments.
While the U.S. Open has awarded equal prize money to men and women since 1973, a pay gap persists at lower-level tournaments. The 2025 French Open also faced criticism for allocating the majority of prime-time slots to men’s matches.
What’s next
The WTA will continue to negotiate media rights deals, focusing on increasing revenue and exposure for women’s tennis while addressing issues of disparity within the sport.