Why we brought Tom & Jerry to the ITTF World Cup

There was a surprising sight at the ITTF World Cup in Macao, China, this year, with the table tennis tournement playing host to two famous faces - cartoon rivals Tom and Jerry. 

A deal with Warner Bros. Discovery saw the pair visible in animations on screen as well as in stadium through classic elements from the show added to the arena, with the aim of attracting younger viewers and keeping them watching during the competition. The initiative will also be used at ITTF’s events in China later this year. 

Broadcast Sport spoke to ITTF (International Table Tennis Federation) president Petra Sörling about the partnership, its impact and what could be next. 

How did the partnership with Tom & Jerry come about? 

“This groundbreaking partnership with Warner Bros. Discovery was born from a mutual strategic ambition to bring together the world of elite sport and a new audience of young people. As we mark the historic centennial of table tennis, we also wanted to find a partner that could help us celebrate our 100-year history while engaging the millions of table tennis fans around the world.

“We are always looking to find ways to innovate, reach new fans and continue to grow our sport, and the team at WBD recognised a unique opportunity to mark our centenary and engage with those millions of fans. This ambition was reinforced by the scale of our global reach, with 19 international broadcasters covering nearly 90 countries and territories, demonstrating the platform available to amplify such a partnership. Macao, China was just the beginning of this journey, and I am incredibly excited to see how we continue to transform our events throughout China as this partnership evolves.”

How are they integrated into coverage and the sport?

“We have already seen our ‘Stage of Animation’ work incredibly successfully at the recent ITTF Men’s & Women’s World Cup Macao 2026. In the iconic Galaxy Arena, we saw the court itself become a playground, turning the venue into an immersive world where reality met animation.

“The stadium was filled with classic Tom and Jerry elements, but the real magic was seeing the Tom and Jerry mascots actually in the arena, entertaining the crowd with their usual mischief. This cross-dimensional approach allows our broadcast to highlight the humour and warmth behind the intense speed of the game. This enhanced viewing experience complemented strong broadcast performance, with major platforms delivering extensive multi-angle coverage and helping drive over 420 million cumulative viewers across key TV broadcasts. Throughout the 2026 season, our events in China will feature this exclusive branding to create heartwarming family moments and a truly unique viewing experience.”

Was it always going to be Tom & Jerry or were there other options you looked at?

“While the ITTF remains open to creative collaborations, Tom and Jerry were the undisputed choice for this historic milestone. Table tennis has always been a sport that brings people together across cultures and backgrounds, and Tom and Jerry have done the same for decades through the timeless joy of the chase.

“Their relationship mirrors the very pinnacle of sportsmanship - a witty, never-ending battle between rivals who ultimately define and respect one another. Strategically, their enormous popularity in China made Macao the perfect debut. The partnership also aligned with strong digital engagement trends, where event-related topics generated millions of views across social platforms.”

Will there be other initiatives to bring in younger fans?

“Absolutely. This partnership is a cornerstone of our broader mission to bring table tennis into the worlds that younger audiences already inhabit and love. The success in Macao proved that Tom and Jerry provide endless opportunities for shareable family moments, from surprise mascot appearances to interactive fan zones.

“By creating content that emphasises the fun, wit, and speed of the game, we are building a connection that reaches beyond the screen. This approach has already delivered measurable impact, with Tom and Jerry’s official social media accounts achieving a net follower growth of 16,580 and more than 3 million total impressions during the event period.

“Our hope is that by making the sport feel relevant and exciting in this way, we inspire more young people to pick up a bat and experience the joy of playing table tennis themselves.

“This collaboration also allows us to explore new avenues for brand marketing and fan interaction within the broadcast itself. We are moving toward a more interactive and storytelling-driven approach to coverage - one that attracts the commercial partnerships needed to sustain and grow the sport for the next 100 years. The inclusion of these iconic cartoon characters will ensure that our events create family memories for generations to come.”