Women, Viewership, Value: Why Tennis Is the New Sponsorship Bullseye
Tennis is the unsung hero of sports media in 2025 - and for brands, that’s not just a stat. It’s a signal. Sky Sports and TNT Sports' aggressive tennis pivots, driven by surging female audiences, prove there's no longer a trade-off between sport and spend - but precision and payoff.
Maybe it’s obvious, but Women watch Tennis
The latest data shows women account for 58% of tennis audiences - more than any sport in the UK. Sky’s viewership soared 30% following its renewed tennis strategy, and women’s share of total TV viewing jumped 27%. That’s not a fad. It’s a structural shift.
The Guardian
Subscription and sponsorship are two sides of the same coin. Tennis is near 365‑day live content. For broadcasters, it's plug-and-play programming - consistent engagement = subscription growth = advertiser interest. Brands buying into tennis content benefit from attention that extends beyond the match.
So What Happens When You Rank Female Audiences First…?
When you target what women prefer, they respond. Strong female viewership means stronger brand presence, more at-home consumption, and greater empathy for sport-led campaigns. It’s high ROI with lower gender‑gap friction.
So where can this be useful?
Brands: Align with the tennis calendar, not just majors. Think nation-wide coverage paired with aspirational storytelling.
Rights‑Holders: Package tiered rights focused on women’s segments and women-led activations attract female spend.
CMOs: Shift from “reach” to “relevance.” Align with sports women care about to win both ears and wallets.
Football and cricket may still dominate headlines, but they’re losing female audience share. That’s a warning: viewership loyalty is eroding where engagement isn’t prioritised. Tennis, meanwhile, gains ground via experience. Female fans aren’t statistic lines - they’re opportunity lines. Brands should go beyond logo bombs. Invest in storytelling and behind-the-serve diaries, female debriefs, player moments off-court. Women want authenticity, personalities, and narratives they can share - not ads they mute.
Think about the risk
If you see women as 50% of an audience rather than 58%, you're under-investing in connection. Half-hearted sponsorships and male-centric messaging won’t yield return. You're either rising with the tide or getting swamped.
Tennis has cracked the code: when you build for women, they show up. The current surge isn’t passing momentum, it’s proof that attention and value multiply when you back the right game with the right intent.
TDLR? 3 key takeaways…
Sporting choices shape who watches and that shapes returns.
Sail the tennis wave now and build long-term affinity.
Remember: relevance isn’t about gender it's about servicing the viewers that buy from you.
If you want to speak about to approach sponsorship, let’s talk!
