Women's tennis' top-tier WTA has struck a worldwide content deal with short-form video giant TikTok.
As part of a deal unveiled today, TikTok will provide the exclusive live stream of tomorrow's draw for the end-of-season WTA Finals in Indian Wells, California.
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This latest deal adds to an existing relationship which has been in place for the past 12 months between the WTA and TikTok.
In addition, TikTok GamePlan – a sports-specific feature – will operate across a selection of WTA 1000 and 500 events, as well as at the upcoming 2026 Finals.
These hubs will aim to bring related content together in one place for fans to explore throughout the season.
The two parties are also planning how to "help more athletes build their [TikTok] presence," the WTA has explained.
Finally, the tie-up will enable TikTok to support the launch of the 'WTA Creator Club', a scheme designed to bring digital influencers and creators closer to women's top-tier tennis, through unique access and opportunities at a selection of WTA tournaments.
Sarah Swanson, chief brand officer at the WTA, commented on the tie-up: "By combining the power of our players and tournaments with TikTok's creativity and reach, we’re looking forward to making women's tennis more accessible and engaging for the next generation."
In terms of recent WTA commercial activity, late October saw global dairy firm Fage come on board as the title partner for the 2026 WTA Finals.
This year's WTA Finals in California will take place between November 8 and 15, before they switch to a new home in Charlotte, North Carolina, from 2027.
TikTok's recent sports property tie-ups include an agreement with the new Ultimate Sevens rugby championship, announced in mid-September.
Click here to read an August interview with Goldstaub, assessing TikTok's activity at soccer's 2026 FIFA World Cup and evaluating where it will go next in terms of its sports coverage.
