Sinclair-owned MVPD-distributed offering Tennis Channel is cheering after finalizing what it calls a “first-of-its-kind” partnership with the ATP, WTA, and participating U.S. based tennis tournaments.
“The agreement creates a seamless solution for brands to engage with tennis fans wherever audiences consume the sport, including onsite, on-air and online, allowing for a continued brand narrative across the season,” Sinclair says. What does this mean?
For the first time, sponsors will have access to both the ATP Tour and Hologic WTA Tour calendar of events in the United States, and all of Sinclair’s Tennis Channel properties-including Tennis Channel, TennisChannel 2 (FAST), the Tennis Channel app and website, and other digital platforms-under a single, comprehensive sponsorship package.
Verizon has entered into a multi-year agreement, securing category exclusivity in the 5G wireless space.
The initiative was crafted through Sinclair’s Tennis Enterprises by JR McCabe, Chief Business Officer of Consumer Products; and Eric Welles, Chief Digital Monetization Officer, in collaboration with Sinclair’s partners at the ATP, WTA and Tournament partners.
“By delivering a unified opportunity for advertisers to connect with fans throughout the season of tennis, Sinclair is redefining how brands engage with audiences,” McCabe said. “This marks another step in Sinclair’s ongoing expansion beyond traditional broadcasting, reinforcing our commitment to providing customized, innovative solutions for partners.”
Daniele Sano, ATP Chief Business Officer, added, “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, also commented. She said, “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.”
Participating U.S.-based ATP and WTA tour events include ATX Open (Austin, Texas), Delray Beach Open (Fla.), BNP Paribas Open (Indian Wells, CA), Miami Open presented by Itaú, Fayez Sarofim & Co. US Men’s Clay Court Championship (Houston), Credit One Charleston Open, Mubadala Citi DC Open (Washington), Cincinnati Open, Tennis in the Land powered by Rocket (Cleveland) and Winston Salem Open presented by Truist Bank and Flow Automotive.
