TikTok and the WTA sign a global content partnership with tournament hubs and a creator club.

TikTok and the Women’s Tennis Association (WTA) have announced a global content partnership covering tournament hubs, player-led storytelling, a creator programme and an exclusive livestream.

The announcement was made on 2 November 2026, and the first piece of it lands on 3 November, when TikTok will exclusively livestream the official Draw Ceremony for the 2026 FAGE WTA Finals in Indian Wells.

The deal builds on a year of work between the two. TikTok says the @wta account has passed one million followers, and that its content has generated more than 250 million combined video views and engagements year to date, up 41% year-on-year. It also says #WTA posts have risen by more than 50% over the last year. TikTok does not give a starting figure for either increase.

What the partnership includes

• TikTok GamePlan hubs. GamePlan, TikTok’s dedicated sports content experience, will carry tournament hubs for eligible WTA 1000 events, select WTA 500 tournaments and the WTA Finals, bringing official content together in one place through the season.
• The Draw Ceremony livestream. It runs on the @WTA account on Tuesday 3 November at 3.30pm ET, ahead of the Finals on 8 to 15 November.
• Player-led storytelling. The WTA and TikTok will work together to help more players build their presence on the platform.
• The WTA Creator Club. An initiative to give digital creators content opportunities and access to tournaments around the world, so they can capture life on Tour from their own viewpoint.

Rollo Goldstaub, TikTok’s Global Head of Sport, said the aim is “making the Tour part of the conversation on TikTok”. Sarah Swanson, the WTA’s Chief Brand Officer, said the work with TikTok over the past year “has demonstrated the growing global momentum behind women’s tennis”.

What is not yet clear

TikTok has not said which WTA 500 tournaments get a hub, how creators join the Creator Club, or how long the partnership runs.