January 15, 2026 - The Women’s Tennis Association (WTA) has solidified its commitment to the Chinese market, announcing extensions to its broadcast rights deals with Migu and Tencent through the 2026 season. This move underscores the increasing importance of the Chinese audience to the global growth of women’s tennis and represents a significant win for both the WTA and its broadcasting partners.
Expanding Reach: Migu, Tencent, and Youku
The extended agreements will see Migu and Tencent’s digital platforms broadcast every WTA tournament held outside of mainland China. This complete coverage includes both live and delayed matches, alongside engaging match clips, tailored for audiences throughout China—excluding the Hong Kong SAR, Macau SAR, and Taiwan.
This expanded digital strategy is further bolstered by an existing three-year agreement with Youku, established in 2024 according to SportsPro. This partnership marked a pivotal return to chinese television for the WTA, following a period of disruption caused by concerns surrounding the safety of Chinese player Peng Shuai, which led to the suspension of events within the country and a dissolved partnership with iQiyi.
A 30-Fold Increase in Viewership: The Zheng Qinwen Effect
The WTA has reported phenomenal growth in its Chinese viewership, citing a 30-fold increase in the audience for international events in 2025. This remarkable surge is attributed to a “step-change in coverage” across its partner platforms and the rising prominence of Chinese tennis stars, most notably Zheng Qinwen. Qinwen’s success on the international stage has captured the attention of a growing fanbase within China, driving increased interest in the wider WTA Tour.
Beyond television viewership, the WTA’s digital engagement in China is also thriving. Official social media channels saw a 14% increase in followers, reaching 2.3 million, alongside a staggering 300% growth on platforms like Douyin, Rednote, and WeChat. This growth translates to ample numbers, with WTA video content on social media attracting 125 million views in 2025—a 71% jump from the previous year.
The Peng Shuai Context and Rebuilding Trust
The initial suspension of events in China and the subsequent breakdown of the partnership with iQiyi where direct responses to concerns regarding the well-being of Peng Shuai. Her allegations of sexual assault against a former high-ranking Chinese official sparked international outcry and raised questions about the safety of athletes within the country. The WTA’s firm stance on this issue, prioritizing the safety of its players, ultimately led to a temporary withdrawal from the Chinese market.
The return, facilitated by agreements with Youku, Migu, and Tencent, represents a rebuilding of trust and a renewed commitment to engaging with tennis fans in China. The expanded coverage and increased investment in digital platforms signal the WTA’s determination to re-establish a strong presence in this crucial market.
WTA Ventures CEO Marina storti on the Future in China
Marina Storti,Chief executive of WTA Ventures,expressed her enthusiasm for the extended partnerships,stating,“Our partnerships with leading Chinese streaming platforms have delivered a significant step-change in both coverage and viewership of international tournaments,bringing the excitement of the global WTA Tour to more fans than ever.”
Storti further emphasized the importance of the Chinese market, adding, “The surge in streaming audiences, along with rising engagement on social platforms, highlights the growing enthusiasm for women’s tennis in this key market. We are thrilled to extend our valued relationships with Migu and Tencent through the 2026 season, alongside our ongoing partnership with Youku, as we continue to grow the WTA’s presence and impact in China.”
Looking Ahead: Continued Growth and Engagement
The WTA’s success in the Chinese market is a testament to the power of strategic partnerships, compelling content, and the inspiring performances of its athletes.As women’s tennis continues to evolve, the Chinese market will undoubtedly play an increasingly vital role in its global growth and continued success. The WTA’s ongoing investment in digital platforms and engagement strategies indicates a long-term commitment to cultivating a thriving fanbase in China for years to come.