It builds on a partnership that has already generated more than 250 million video views and engagements this year
The WTA (Women’s Tennis Association) and TikTok have announced a global content partnership that combines player-led storytelling, creator content and innovative digital experiences.
The announcement builds on the collaboration between the WTA and TikTok over the past year, growing engagement with women’s tennis on the platform.
The WTA has since surpassed one million TikTok followers, with content generating more than 250 million combined video views and engagements year to date.
Ahead of the 2026 FAGE WTA Finals in Indian Wells, TikTok will today (3 November) exclusively livestream the official Draw Ceremony.
The livestream will set the stage for the season-ending championship taking place 8–15 November, where fans will see the world’s top eight singles players and doubles teams compete.
Fans will also be able to discover and follow the WTA Tour driven by Mercedes-Benz through TikTok GamePlan, a dedicated sports content experience featuring tournament hubs across eligible WTA 1000 events, select WTA 500 tournaments and the WTA Finals.
The hubs will bring official content together in one place for fans to explore throughout the season, designed to drive discovery and deepen fan engagement.
WTA and TikTok will collaborate to help more athletes build their presence on the platform. 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.
The collaboration will also support the development of the WTA Creator Club, an initiative designed to bring digital creators closer to women’s tennis through unique content opportunities and access to tournaments around the world.
Participating creators will offer fans an authentic look at life on Tour, from behind-the-scenes moments to the stories beyond the court.
“The passionate and growing women’s tennis and sports community on TikTok helps fans discover athletes, celebrate big moments and bring their own perspectives to the game,” said Rollo Goldstaub, global head of sport, TikTok. “Together with the WTA, we’re giving sports fans more ways to experience the Tour, from player-led storytelling and creator access to live moments and dedicated destinations with TikTok GamePlan. It’s about making the Tour part of the conversation on TikTok and giving new audiences and tennis lovers an even closer connection to the player and moments they can discover on TikTok.”
“Women’s tennis is having a real cultural moment, and our players are at the heart of it. They’re not only extraordinary athletes, but global personalities who are influencing conversations far beyond sport.” adds Sarah Swanson, chief brand officer, WTA. “Our work with TikTok over the past year has demonstrated the growing global momentum behind women’s tennis and the potential to reach and engage audiences in new ways. Building on that momentum, we’re delighted to be starting this week by livestreaming the draw ceremony at our crown jewel event, the FAGE WTA Finals. By combining the power of our players and tournaments with TikTok’s creativity and reach, we’re looking forward to to making women’s tennis more accessible and engaging for the next generation.”
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