Sky Sports has identified tennis as the main driver of its growing female audience, The Guardian reports.

Women make up 31% of the channel’s overall sports viewership, but in tennis the share rises to 58%. By comparison, English Premier League football matches draw about 30% female viewers, while the Women’s Super League – the top tier of women’s football in England – reaches 34%.

According to the report, other broadcasters report a similar trend.

The BBC recorded 58% female viewership for Wimbledon and Queen’s Club broadcasts, while TNT Sports said 55% of its Roland Garros audience were women.

Based on these figures, TNT Sports extended its French Open rights until 2030.

Sky says the share of women in its sports audience has grown significantly in recent years, with tennis playing a central role. Executives call it a significant shift: no other sport in the UK matches tennis in terms of female engagement.

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