Starting in 2027, all WTA tournaments, including the WTA Finals, will be broadcast exclusively in Poland on Eleven Sports (Polsat Group).

The agreement runs for five seasons, giving the WTA a stable long-term media presence in one of its most engaged European markets.

Currently, WTA rights in Poland are held by Canal+ Polska, a broadcaster traditionally focused on football. Eleven Sports plans a more comprehensive approach, with expanded studio programming and expert analysis, placing local stars like Iga Swiatek, Magda Linette and Magdalena Frech at the center of coverage.

For brands, this brings greater stability and reach. A multi-year deal guarantees regular visibility on air, Polsat’s involvement opens access to a broader audience, and stronger production quality raises the value of on-screen activations.

Krzysztof Swiergiel, CEO of Eleven Sports, described the agreement as “an important milestone in developing our portfolio”, stressing that the WTA Tour enjoys “immense and ever-growing popularity in Poland”. Marina Storti, CEO of WTA Ventures, called Poland “one of the most passionate homes of women’s tennis”, highlighting the market’s importance with three Polish players currently in the world’s top 50.

The deal also reflects a broader trend: women’s tennis is gaining momentum across Europe, with broadcasters increasingly treating it as a core property alongside football and motorsport. However, the agreement does not include WTA tournaments staged in Poland, the United Cup or the Grand Slams — a point brands should consider when planning long-term activations.

With Iga Swiatek remaining both a national hero and a global icon, the agreement further strengthens the WTA’s appeal as a sponsorship platform in the European market.

Cover photo: Media coverage of the women’s tennis tour will deepen and remain at a high level through 2031. Source: WTA