​Women’s tennis lacks the spotlight, not the star power

As all the action is taking place in SW19, I’ve been reflecting on the state of women’s tennis. The Wimbledon Championships, as well as the other Grand Slams, are a great showcase for both the men’s and women’s game, but there is still a long way to go to grow and sustain women’s tennis fandom.

Women’s tennis received a record 1.1 billion viewers in 2024, up 10% year-on-year, but the sport is still to convince everyone of its might – the WTA Final in Riyadh that year drew a disappointing crowd of just 400 spectators.

Despite record television viewing numbers, broadcasters have also started to hamper progress. Despite the widespread coverage of Wimbledon, the BBC recently came under fire for showing a repeat of Bargain Hunt instead of matches at the Queen’s Club featuring Brits Emma Raducanu and Katie Boulter, while the French Open allegedly refused to show one of the recent women’s games in its prime-time slot. 

These stories are just two examples of how easily women’s sport can be sidelined. The French Open has rejected accusations that its scheduling suggests female players aren’t worthy of prime-time slots, but the stats tell a different story – only four women’s matches have featured in night sessions since they launched in 2021. Since 2023, not one women’s singles match at the tournament has occupied the prime-time night session slot.

Decisions like these are short-sighted and impact the commercial opportunities for everyone, including tournaments, brands, sponsors, broadcasters and future women’s tennis stars.

Unlike other sports, tennis is in a unique position when it comes to the women’s game. Whereas most men’s and women’s tournaments are often arranged on different dates and locations, such as the Six Nations, World Cup or Euros, tennis Grand Slams run side-by-side. This provides equal opportunity for the women’s game to compete with top-tier men’s tennis and contribute significantly to the overall tennis fandom.

But the reality is very different, as women’s tennis faces several barriers in growing its fan base. The sport is still struggling with audience demand as it tries to build interest and increase viewership, especially outside of major tournaments.

The French Open refusing to show women’s games in prime-time slots further inhibits growth both inside and outside of stadiums, and poor scheduling and limited coverage leads to diminished audiences and reduced sponsorship opportunities, ultimately sabotaging the sport’s growing popularity. 

Without tournaments and broadcasters working in tandem, there is a risk of creating a vicious cycle that further limits the growth of the women’s game. The fewer people who watch the sport, the fewer fans can engage, and the fewer the chances of women and girls being inspired to participate themselves, preventing the next generations from taking part or even being remotely interested.

This is an incredibly exciting time for women’s tennis. The domination of the men’s ‘Big Four’ – Federer, Nadal, Djokovic and Murray – is over, paving the way for a new generation to take their place, which can and should be women’s tennis players.  

The women’s event at Wimbledon has already brought so much and the stage is set for female stars like Sabalenka, Gauff, Osaka, Świątek and Jabeur, not to mention British players such as Boulter and Raducanu. Not just on the court either, but also because of their interesting personalities and backgrounds. They are setting the stage for a compelling story to tell in women’s tennis, and are ready to cement their history in the sport and capture the public’s imagination. When fans are engaged both on and off the court, they’re more likely to tune in. Sabalenka and Gauff’s recent TikTok dance video is an example of women’s tennis players doing things differently and engaging with fans in new and innovative ways.

Realistically, tournaments and broadcasters need to make commercial decisions. But if that means having only men’s matches in primetime slots, then they’re not thinking long-term. Instead, tennis organisations and bodies need to recognise this potential, make the most of opportunities and invest in the women’s game long-term to unlock future commercial interest and revenue. The appetite for women’s tennis is not hypothetical; it’s measurable. Our latest Yonder data reveals that 86% of respondents watch both men’s and women’s tennis, compared with just 11% who watch only men’s matches. The audience is already there, now it’s up to broadcasters to meet that demand.

This year, the UK’s Queen’s Club hosted a women’s tennis tournament for the first time in 50 years, doubling its revenue and launching a huge platform for the women’s game. This was a great step for the women’s game, but it will be interesting to see whether this progress is sustained throughout the tennis season ahead of the WTA finals in November.

Brands, advertisers and sponsors have an opportunity to capitalise on the potential of women’s tennis and to signal to audiences that women’s tennis should be showcased on the same level as the men’s game. With the numbers growing every year, there is huge long-term commercial value in a proven growth market, and women’s tennis is calling out for the recognition it deserves.

Ultimately, if there’s good tennis with an interesting story, then fans will watch regardless of the players’ gender. Women’s tennis offers this and more, and it’s time it’s showcased and nurtured. It’s not whether women’s tennis deserves equal treatment, it’s about cementing the future of the sport for everyone.

Anna Reynolds is a consultant at Yonder Consulting