Sinclair Broadcast Group Inc. Announces Groundbreaking Sponsorship Partnership with Tennis Organizations

On May 7, 2025, Sinclair Broadcast Group Inc., a prominent media company in the United States, unveiled a pioneering sponsorship partnership with the Association of Tennis Professionals (ATP), the Women’s Tennis Association (WTA), and various U.S.-based tennis tournaments. This landmark agreement is set to transform how brands engage with tennis fans across multiple platforms, creating a unified sponsorship model that covers onsite, on-air, and online interactions.

The newly announced partnership allows sponsors unprecedented access to the full calendar of ATP and Hologic WTA Tour events held in the United States, along with all of Sinclair’s Tennis Channel assets. This includes the main Tennis Channel network, Tennis Channel 2 (a free ad-supported streaming television channel), the Tennis Channel app, and various digital platforms. Through this comprehensive package, brands can maintain a continuous narrative throughout the tennis season, enhancing their visibility and engagement with audiences.

Verizon has emerged as a key player in this partnership, entering into a multi-year agreement that secures category exclusivity in the 5G wireless space. This move highlights the importance of telecommunications in modern sponsorship and fan engagement.

JR McCabe, Chief Business Officer of Consumer Products at Sinclair, emphasized the innovative nature of this collaboration. “By delivering a unified opportunity for advertisers to connect with fans throughout the season of tennis, Sinclair is redefining how brands engage with audiences,” he stated. McCabe highlighted that this partnership represents Sinclair’s commitment to moving beyond traditional broadcasting and providing tailored solutions for its partners.

Daniele Sano, ATP Chief Business Officer, echoed McCabe’s sentiments, noting that the partnership with Verizon marks a significant milestone for the ATP. “It’s our first-ever telecommunications partner, which says a lot about the momentum behind tennis right now,” Sano remarked, pointing out the potential for increased fan engagement through this collaboration.

Marina Storti, CEO of WTA Ventures, celebrated the partnership as a testament to the collective value creation across tennis. “This innovative partnership is a shining example of how we can work together across tennis to create value for partners,” she said, emphasizing the positive steps taken for women’s tennis.

Eric Welles, Chief Digital Monetization Officer at Sinclair, highlighted the challenges faced by marketers due to 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,” he stated. Welles expressed confidence that Verizon, as a household name, would enhance the tennis experience for fans across the U.S.

The partnership will encompass a variety of popular U.S.-based ATP and WTA tour events, including:

Bob Moran, Tournament Director for Cincinnati and Charleston, praised the inclusion of both ATP and WTA audiences under a single umbrella. “Working across both the ATP and WTA audience is a huge opportunity, and to include the U.S.-based events on both Tours is a game-changer,” he noted.

The partnership between Sinclair Broadcast Group, ATP, WTA, and Verizon represents a significant shift in the landscape of sports sponsorship, providing brands with a comprehensive platform to engage with tennis fans. As tennis continues to grow in popularity, this innovative collaboration is poised to enhance the fan experience while creating valuable opportunities for sponsors. With the support of major telecommunications like Verizon, the future of tennis sponsorship looks promising.