A pay-television broadcaster has secured a three-year contract extension to continue its live coverage of the US Open through 2030, capitalizing on a significant shift in its tennis audience demographics. The deal, set to be formally announced when the singles tournament begins on August 30, 2026, will maintain the broadcaster's position as the exclusive live rights holder in the UK and expand daily coverage to more than 12 hours across the extended three-week event.
The extension reflects the sport's growing appeal to female viewers, a demographic that has become increasingly valuable to broadcasters and advertisers. In 2025, the broadcaster's tennis viewership reached 58% female, up from 53% the previous year, nearly double its overall audience composition of 31% women. This shift has made tennis an attractive investment for reaching new consumer segments and premium advertising partnerships.
How did the broadcaster return to tennis?
The broadcaster walked away from tennis coverage in 2017, a decision that allowed a streaming service to acquire both the US Open and combined ATP/WTA tour rights at reduced cost. The turning point came in 2023 when the broadcaster secured a five-year exclusive UK deal for the US Open, replacing the previous rights holder. The decision to bid for those rights was significantly influenced by the commercial momentum generated by Emma Raducanu's 2021 Grand Slam victory, which had demonstrated the sport's potential to attract mainstream audiences.
This initial investment proved successful enough that the broadcaster subsequently agreed a five-year deal for exclusive UK rights to both the ATP and WTA tours in 2024, running until 2028. According to reporting on the broadcaster's strategy, talks are currently underway to extend that partnership beyond its current expiration date.
What is being broadcast this week?
The broadcaster is already streaming the 2026 US Open mixed doubles championship this week, ahead of the main singles draw. According to coverage details, the mixed doubles event runs from August 24 to 26 and features headline pairings including Aryna Sabalenka and Novak Djokovic. The event represents a new addition to the tournament format and is being made available across the broadcaster's digital platforms.
According to the broadcaster's coverage materials, US Open matches are available to stream on its on-demand service and mobile app, with rs gaining access to "over 50 per cent more live sport this year at no extra cost."
What about Raducanu's participation?
Despite playing a central role in the broadcaster's initial decision to pursue tennis rights, Raducanu will not compete in this year's US Open. The British player, currently ranked 68th in the world, has struggled with injuries and inconsistent form in recent seasons. She sustained a stress fracture in her shin during the buildup to Wimbledon, an injury that has ruled her out of the tournament. Her absence underscores the unpredictability of athlete-driven commercial decisions in sports broadcasting, though the sport's broader appeal to female audiences has proven resilient independent of any single player.
How does this fit into the broader tennis landscape?
The extension of the US Open deal reflects competitive dynamics in the tennis broadcasting market. Wimbledon will remain on free-to-air television through 2033 following a six-year rights agreement announced in June 2026, preserving its status as a major live sporting event accessible to all UK viewers. Meanwhile, a rival broadcaster holds exclusive rights to both the Australian and French Open, creating a fragmented landscape where different platforms control access to different Grand Slam tournaments.
The broadcaster's investment in tennis reflects a deliberate strategy to build a portfolio of sports content that appeals to female audiences, a demographic that advertisers increasingly prioritize. Tennis has emerged as one of the most gender-balanced sports on television, making it particularly valuable for attracting brands seeking to reach women consumers.
What happens next?
The main US Open singles tournament begins on August 30, 2026, with coverage commencing immediately on the broadcaster's channels and digital platforms. The mixed doubles event concludes on August 26, providing a week of preliminary coverage before the singles draw begins. Beyond this year, the broadcaster's ongoing negotiations to extend its ATP and WTA tour rights beyond 2028 will shape the future of professional tennis coverage in the UK market.
