Tennis Channel Secures Long-Term Media Rights Deal with Women’s Tennis Association Through 2032

The Tennis Channel has extended its media rights partnership with the Women’s Tennis Association (WTA) through 2032, ensuring continued broadcast of more than 2,000 matches annually across its cable network and streaming platforms. The agreement strengthens the network’s commitment to women’s tennis at a time when interest in women’s sports is surging and American female players are climbing global rankings.

Although financial details were not disclosed, Tennis Channel CEO Jeff Blackburn told CNBC the new deal included a “pretty big step up in our payments” to the WTA. The agreement includes coverage of international tournaments and the WTA Finals.

Female tennis player | Source: Pexels

“Our goal and mission is to just cover pro tennis and the game of tennis like no one else, every day, every hour, all year round. There’s no offseason,” Blackburn said. “WTA plays a huge role in that.”

The deal marks the first rights renegotiation under WTA Ventures, the commercial arm of the WTA formed in 2023 after private equity firm CVC Capital Partners invested $150 million for a 20% stake. WTA Ventures aims to triple the WTA’s revenue by 2029 and expects a 24% increase in 2024 alone.

“What’s important about the partnership is that they’re committing to doing more with us,” said Marina Storti, CEO of WTA Ventures. “They’re committed to ensuring equal exposure for women and men, where they have the rights… There is a substantial increase in the rights fees.”

The announcement comes during a time of change at the Tennis Channel. Blackburn took over as CEO in May, following the departure of longtime chief Ken Solomon. Previously, Blackburn spent 24 years at Amazon, helping grow Prime Video and its sports offerings. His arrival reportedly influenced Sinclair, the Tennis Channel’s parent company, to abandon plans to sell the network.

Like many traditional broadcasters, the Tennis Channel is navigating industry shifts as viewers migrate from pay-TV to streaming. To adapt, the network has expanded its digital footprint, launching Tennis Channel Plus in 2014, Tennis Channel 2 in 2022, and a direct-to-consumer app in November 2024. The app offers the same content as the cable channel for $9.99 per month or $109.99 per year.

Female tennis player | Source: Pexels

Tennis Channel 2 also promotes women’s tennis through its “Women’s Day” initiative every Tuesday and features notable female analysts, including Hall of Famers Martina Navratilova and Lindsay Davenport.

The WTA’s U.S. viewership on the Tennis Channel has grown steadily, especially among younger audiences. Viewership among 18- to 34-year-olds has increased for two consecutive years.

The timing of the renewal aligns with a golden period for American women’s tennis. Madison Keys and Coco Gauff have won the year’s first two majors—the Australian Open and French Open—and are set to compete at Wimbledon starting Monday.

“Tennis is really the only major sport where the men’s and women’s game is on equal footing,” Blackburn noted. “Maybe basketball and soccer will get there, but I think tennis is way ahead.”

Female tennis player | Source: Pexels

Despite progress at major tournaments, disparities remain in the sport, particularly in pay at lower-level events. Scheduling inequities also persist, with the 2025 French Open criticized for assigning most prime-time slots to men’s matches.

WTA Ventures, which reported more than 1 billion viewers globally in the last season, is also preparing for the expiration of its media deal with DAZN at the end of 2026. Talks are underway for a new international media strategy beginning in 2027.

With the renewed Tennis Channel deal, the WTA strengthens its presence in a key market and moves closer to its goals of visibility, parity, and commercial growth.