WTA, TikTok Expand Global Effort With Dedicated GamePlan Experience

Building on the growth in women's sports, the dedicated sports-content initiative aims to enhance fan engagement and content creation

The WTA (Women's Tennis Association) and TikTok have today announced a global content partnership to expand how fans discover and experience women's tennis, combining player-led storytelling, creator content, and innovative digital experiences to provide more ways to follow the excitement on TikTok.

Women's tennis is having a real cultural moment, explains WTA Chief Brand Officer Sarah Swanson, 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.

Our work with TikTok over the past year, she continues, 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 making women's tennis more accessible and engaging for the next generation.

The announcement builds on the successful collaboration between the WTA and TikTok, expanding engagement with women's tennis on the platform. The WTA has since surpassed 1 million TikTok followers, with content generating more than 250 million combined video views and engagements year to date, representing an increase of 41% year-on-year. Overall #WTA posts have seen more than a 50% increase over the past year.

On Nov. 3, ahead of the 2026 FAGE WTA Finals in Indian Wells, CA, TikTok will exclusively livestream the official Draw Ceremony, giving fans around the world a center-court seat as the matchups are revealed. The livestream will set the stage for the season-ending championship taking place Nov. 8-15, where the world's top eight singles players and doubles teams compete for one of the most prestigious titles in women's tennis.

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, says 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.

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, selected 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.

Player-led storytelling will remain a central focus, with the WTA and TikTok collaborating 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 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 capture and share the sport through unique viewpoints, offering fans an authentic look at life on tour, from behind-the-scenes moments to the stories beyond the court.

LINK:	https://www.sportsvideo.org/2026/11/02/wta-tiktok-expands-global-effor...
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