Women’s tennis has found a powerful new home in Poland. Eleven Sports has secured exclusive rights to broadcast the WTA Tour for the 2027–31 cycle, a deal signed with the tour’s commercial arm, WTA Ventures.
What the Deal Covers
The agreement ensures that Polish fans will have access to comprehensive coverage of:
- WTA 1000, WTA 500, and WTA 250 tournaments
- The prestigious season-ending WTA Finals
In addition to live matches, Eleven Sports has committed to enhancing coverage with studio shows and on-site reporting from key tournaments.
Excluded from the package are the four annual Grand Slam tournaments, WTA events held in Poland, and the United Cup mixed-gender competition.
The Swiatek Effect
The timing of this agreement is no coincidence. Poland has rapidly become a global tennis hub, thanks to the dominance of Iga Swiatek, the 24-year-old star who has already captured six Grand Slam titles and sits firmly among the sport’s elite.
She is not alone. With three Polish women ranked inside the WTA Top 50, the country has emerged as one of the most passionate and consistent markets for women’s tennis.
Marina Storti, CEO of WTA Ventures, noted:
“With three Polish women in the world’s top 50, led by six-time Grand Slam champion Iga Swiatek, Poland has become one of the most passionate homes of our sport.”
Why It Matters
This partnership reflects two broader industry trends:
- Localization of Global Rights – Tailoring coverage to countries with strong local athletes drives fan engagement and maximizes commercial upside.
- Platform Diversification – By leaning on Eleven Sports, the WTA can reach both hardcore and casual audiences with enhanced programming beyond live matches.
For Poland, this deal strengthens the bridge between elite sport and grassroots development, inspiring the next generation of players while meeting the demand of a rapidly growing fan base.
Lessons for Other Leagues
The WTA-Eleven Sports deal is a blueprint for how sports properties can unlock new markets:
- Anchor to local heroes: Swiatek’s dominance makes Poland a natural growth hub. Leagues elsewhere should align media strategies with athlete markets that inspire mass followings.
- Invest in storytelling, not just rights: Studio shows and on-site coverage are key to deepening engagement. Fans want narratives, not just scores.
- Diversify distribution: Owning the Grand Slams is unrealistic, but controlling everything else in a strategic market ensures year-round visibility.
At 365247 Consultancy, we see this as a signal that women’s sports can no longer be treated as secondary in media strategy. Markets with breakout stars must be leveraged, or the moment will be lost.
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IMAGE: WTA
