ATP and WTA partner with Sinclair

The Association of Tennis Professionals (ATP) and the Women’s Tennis Association (WTA) have signed a partnership agreement with US media house Sinclair Broadcast Group, which thus becomes their tennis cable network.

The deal will cover US-based events and provide sponsorship opportunities and fan engagement opportunities to brands. Sponsors will gain access to ATP Tour and WTA Tour calendar events in the US as well as to all of Sinclair’s Tennis Channel brands, including Tennis Channel, TennisChannel 2 (FAST), and the Tennis Channel app and website.

Verizon is also a part of the deal, joining on a multi-year basis as the first integrated sponsor, having secured an exclusive category in the 5G wireless space. 

Daniele Sano, ATP Chief Business Officer, commented:

“This partnership with Verizon is a big step for the ATP. It’s our first-ever telecommunications partner, which says a lot about the momentum behind tennis right now. It’s also a great example of how we’re shaping partnerships in new ways-built for brands looking for a single entry point into the sport. Verizon is a household name with deep credibility, and their investment in our sport will help bring tennis closer to fans across the U.S.“

Marina Storti, CEO of WTA Ventures, added:

“This innovative partnership is a shining example of how we can work together across tennis to create value for partners. Just a few weeks after the launch of a bold new brand identity for the WTA, it is great to be taking yet another positive step for women’s tennis by welcoming Verizon to the WTA’s partner portfolio.“

Bob Moran, Tournament Director, Cincinnati and Charleston, Sinclair, said:

“Working across both the ATP and WTA audience is a huge opportunity, and to include the US based events on both Tours is a game-changer. JR and Eric were relentless in their pursuit of this incredibly strategic partnership. Tennis has a powerful audience especially when we can pull all of these assets and events under one umbrella. I greatly appreciate the effort the Tennis Channel team put forward, along with the patience and belief that the Tournaments showed in our broadcast partner.“

JR McCabe, Chief Business Officer, Consumer Products, Sinclair, stated:

“By delivering a unified opportunity for advertisers to connect with fans throughout the season of tennis, Sinclair is redefining how brands engage with audiences. This marks another step in Sinclair’s ongoing expansion beyond traditional broadcasting, reinforcing our commitment to providing customized, innovative solutions for partners.“

Eric Welles, Chief Digital Monetization Officer, added:

“We’ve spoken to many marketers and there was a consistent theme to the challenges of the fragmentation of the sport. This concept will revolutionize ways brands can access tennis, similar to the way other professional leagues operate with their rights partners. Verizon is an ideal partner, as they have led the way across many of the leagues in bringing together their brand with the respective sport and unlocking unprecedented experiences for the fans.”