US media giant Sinclair Broadcast Group and its Tennis Channel cable network have today announced a partnership with tennis’ ATP and WTA Tours and participating US-based tournaments to provide integrated sponsorship opportunities for brands.
Through the tie-up, sponsors will have access to both the men’s ATP Tour and women’s WTA Tour calendar of events in the US, 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 sponsorship package.
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Major telecommunications firm Verizon has become the first integrated sponsor, agreeing a multi-year deal and securing category exclusivity in the 5G wireless space.
The initiative was created through Sinclair’s Tennis Enterprises business by JR McCabe, chief business officer of consumer products, and chief digital monetization officer Eric Welles, in collaboration with Sinclair’s partners at the ATP, WTA, and tournament partners in the US.
McCabe said: “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.”
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.
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By GlobalData“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 US.”
The participating US-based ATP and WTA tour events include the ATX Open (Austin, Texas), Delray Beach Open (Florida), BNP Paribas Open (Indian Wells), Miami Open, US Men’s Clay Court Championship (Houston), Charleston Open, DC Open (Washington), Cincinnati Open, and Winston Salem Open.
Marina Storti, CEO of WTA Ventures, 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.”
