Sky to serve up live tennis after sport’s Amazon split
SKY is poised to host live tennis amid fears the sport was losing its profile as a result of an exclusive streaming agreement with Amazon.
The broadcaster is putting finishing touches to a deal with the ATP and WTA Tours, which operate the men’s and women’s professional circuits, to present matches from next year.
It will significantly expand Sky’s live tennis programming after it won back the rights to the US Open in a five-year deal that starts in August.
Amazon declared itself the “home of tennis” in the UK after buying up the ATP and WTA rights. It scored a ratings hit in 2021, when it streamed Emma Raducanu’s historic US Open victory after a last-minute deal to share the rights with Channel 4.
But it is understood the ATP has been disappointed by viewing figures on the Amazon Prime streaming platform and is hoping to reach a wider audience through a combination of traditional broadcasting and streaming with Sky.
The broadcaster is seeking long-term deals with sports less popular than football, and has launched dedicated channels for Formula One, cricket and golf.
Tennis’s break with Amazon comes as sports rights holders and the media industry reassess the economics of streaming.
Streaming giants including Netflix and Disney are shedding subscribers as competition in the market heats up and consumers tighten their purse strings.
Bob Iger, Disney chief executive, has vowed to cut costs and refocus on traditional theatrical releases for its blockbusters after a further $1.1bn (£900m) of losses in its streaming division in the fourth quarter.
Amazon retains a significant interest in sports streaming through various football and rugby rights.
The e-commerce giant last year signed to show Uefa Champions League games in the UK as part of a package shared with BT.
Amazon also shows 20 Premier League games per season, as well as the Autumn Nations rugby series.
Apple is reportedly also considering a move into sports rights through a deal to show Premier League games in the UK, as well as lower league matches run by the English Football League.
Sky’s tennis rights include the finals of both tours, the Masters 1000 series in Indian Wells, Miami and Madrid, as well as various matches in the ATP 500 and 250 tournaments.
The BBC still holds the rights to Wimbledon after its partnership with the All England Club – the longest in sports broadcasting history – was extended to 2027. The Australian Open and French Open are broadcast by Eurosport.