The Tennis Channel has renewed its agreement with the Women’s Tennis Association (WTA) to continue broadcasting over 2,000 matches annually through 2032. Although specific terms were not disclosed, Tennis Channel CEO Jeff Blackburn announced a “significant increase” in payments for U.S. media rights that encompass international tournaments and the WTA Finals. Blackburn highlighted the channel’s commitment to covering professional tennis year-round, with the WTA being a focal point of this mission.
This renewal comes at a crucial time as the Tennis Channel undergoes leadership changes following the departure of longtime CEO Ken Solomon. Blackburn, previously with Amazon, is focusing on enhancing both traditional and streaming services amid declining pay-TV subscriptions. The Tennis Channel offers a direct-to-consumer app priced at $9.99 monthly, which aligns with broader trends in media where live sports migrate from cable to streaming platforms.
Marina Storti, CEO of WTA Ventures, emphasized the importance of this partnership in providing increased exposure for women’s tennis, highlighting a commitment to equal representation for men and women in broadcasting. The audience for WTA events on the Tennis Channel has been increasing, especially among younger viewers, coinciding with rising popularity and investment in women’s sports. The deal supports WTA’s overarching goals to triple revenue by 2029, backed by a significant investment from CVC Capital Partners and efforts to maximize Athletes’ visibility.
Recent successes of American female players, like Madison Keys and Coco Gauff, have further bolstered interest in women’s tennis, positioning it uniquely compared to other sports. The Tennis Channel has initiated initiatives like “Women’s Day” to amplify women’s match coverage, reflecting its commitment to supporting female athletes and promoting gender equality in sports broadcasting.
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