US Coco Gauff lifted the winner’s trophy on June 7, 2025 in the final of the women’s singles tournament at Philippe Chatelier Court at the 2025 French Open Tennis Tournament in Paris, France, after her victory over Alina Sabalenka.
SIPA via AP Image
The Tennis Channel is expanding its contract with the Women’s Tennis Association, where cable television networks and streaming services continue to broadcast more than 2,000 games per season.
The terms of the contract have not been made clear, but Tennis Channel CEO Jeff Blackburn told CNBC in an interview that there will be a “substantial step up in payments” for WTA for US media rights, including international tournaments and WTA final events. The new contract will continue until 2032.
“Our goal and mission is to cover professional tennis and tennis games every day, every hour, all year round. There’s no offseason,” Blackburn said. “The WTA plays a big role in that, and it was a big priority for me to make sure we update our relationships and expand as long as possible.”
As tennis channels are in the midst of a transition in several aspects, there is an exclusive right renewal.
Last year, longtime tennis channel CEO Ken Solomon was kicked out of the company. Blackburn took on the role in early May following his 24-year career. Amazonhe built Prime Video and helped expand the streaming service into sports among other businesses.
meanwhile, Sinclairbroadcast station owners and tennis channels have been considering offloading the network recently, CNBC reported earlier. However, the parent company is no longer exploring tennis channel sales, especially as Blackburn took the helm. According to someone familiar with the issue that spoke about the terms of anonymity to discuss the details of private use.
In the background, like network peers, tennis channels are fighting against the ongoing loss of customers from the PAY-TV bundle. Live sports have gained the biggest audience, and as a result, the league enjoys huge rights payments, while media companies focus on increasing profitability in their streaming businesses.
In 2014, the 24/7 tennis network took its first step into streaming with Tennis Channel Plus, and in 2022 introduced Tennis Channel 2, a free, ad-supported streaming channel. Blackburn said Tennis Channel 2 was a success and attracted younger audiences, but he is focusing on the recent launch of the recently launched consumer streaming app.
Released in November 2024, the app offers the same programming as the Pay-TV network for $9.99 a month or $109.99 a year. Media companies are increasingly offering the same live sports featured on pay television networks with corresponding streaming alternatives. Disney The flagship ESPN app will be released later this year.
“The key to the partnership is that they want to do more with us,” said Marina Storti, CEO of WTA Ventures, WTA commercial arm. “They are committed to that increased exposure across all platforms. They are committed to ensuring this kind of equal exposure for the women and men they have rights to. And they have a big commitment, which is a big milestone for us as part of our commitment to growth.”
The tennis channel agreement with the WTA covers a large strip of WTA tournaments outside of North America through the WTA finals that closes the season.
The audience at WTA events on the tennis channel is growing, especially among the younger demographics. According to a news release, viewers ages 18-34 on the tennis channel have grown each year over the past two years.
“Equal scaffolding”
Guest Maria Sharapova and analyst Martinana Bratilova at Wimbledon Desk on the Tennis Channel
Photo: Fred Marin/Camerawork, USA.
The deal shows that American female tennis players are shot towards the top of the global rankings, with women’s sports generally increasing popularity and investment funds.
Already in 2025, two American women have won two top majors. The Madison Keys won the Australian Open in January, while CocoGough became the winner of the French Open in June. Gauff and Keys will be one of Wimbledon participants kick-off on Monday.
“Tennis is the only major sport where men and women have equal games, and that’s really important,” Blackburn said. “I think it’s going to be unique for tennis. Overall, the growth of women’s sport will be there in terms of basketball and soccer, but I think tennis is ahead of it in terms of providing that to the fans.”
Tennis Channel 2’s free streaming options only show “Women’s Day” every Tuesday.
The contract expansion is also based on WTA Ventures’ recent efforts to increase its recent commercial revenue and build an athlete profile.
In 2023, WTA formed a strategic partnership with private equity firm CVC Capital Partners, investing $150 million in a 20% stake in the newly created WTA venture. The Entity was established to focus on increasing commercial revenue through sponsorship and media rights transactions with the aim of tripling revenue by 2029.
In 2024, WTA Ventures said it was expected to increase revenue by 24% in the first year.
The Media Rights Extension marks the initial renegotiation with the tennis channel under the WTA Ventures framework. The WTA’s long-standing media rights agreement has expired at the end of next year, with discussions about a new deal that begins in 2027, Storti said.
WTA Ventures said the global audience surpassed 1 billion viewers in broadcast and streaming last season, while Storti said the US, along with China and Poland, is one of the WTA’s biggest growing markets.
“We are a completely large market product that attracts hundreds of millions of fans around the world, offering products that are on par with men,” says Storti.
The WTA has recently highlighted improvements to players.
This year we announced paid maternity leave funded by the Saudi Arabian Public Investment Fund and new policies that allow players to protect their rankings during fertility treatment.
Still, tennis is not without its disparity issues. The US Open awarded equal prizes to men and women since 1973, but decades ahead of Wimbledon and other majors. Also, while equal prizes are given at the major level, there is still a significant pay gap in low-level tournaments.
The sport also attracted criticism about the 2025 French Open when the majority of Prime Time slots appeared in men’s matches.
