TikTok announced a new partnership with the Women’s Tennis Association, which will see the app host exclusive women’s tennis content and establish new tournament coverage hubs in order to help drive more engagement in the app.
TikTok said it’s been working with the WTA over the past year to help expand the association’s presence in the app. As a result, the WTA’s TikTok account has surpassed a million followers. WTA content also saw a combined 250 million views and engagements over the past year, which is an increase of 41% year over year.
This deal formalizes TikTok’s partnership with the WTA.
As per TikTok: “On November 3, ahead of the 2026 FAGE WTA Finals in Indian Wells, TikTok will exclusively livestream the official Draw Ceremony, giving fans around the world a center court seat as the matchups are revealed. The livestream will set the stage for the season-ending championship taking place November 8–15, where fans will see the world’s top eight singles players and doubles teams will compete for one of the most prestigious titles in women’s tennis.”
The WTA will also work with TikTok to create a new “WTA Creator Club,” which is designed to engage digital creators in WTA coverage. The program will feature opportunities for creators to access tournaments around the world.
“Participating creators will capture and share the sport through unique viewpoints, offering fans an authentic look at life on Tour, from behind-the-scenes moments to the stories beyond the court,” TikTok said.
There will also be new WTA content access powered by TikTok’s GamePlan offering, which will bring together related content for tournaments and events.
“Player-led storytelling will remain a central focus, with the WTA and TikTok working together to help more athletes build their presence on the platform,” TikTok said. “WTA stars are already using TikTok to share their personalities, interests and experiences beyond competition, connecting directly with fans and helping audiences across sport, fashion, lifestyle and entertainment discover women's tennis.”
Sports content has become a bigger focus for TikTok, with a rising number of fans now turning to the app for insights and highlights.
In 2024, TikTok published a report that found that 59% of its users thought watching sports content in the app was more entertaining than watching the actual games.
TikTok also announced a content partnership with the ATP last year.
