TikTok and the Women’s Tennis Association (WTA) have announced a global content partnership that combines player-led storytelling, creator content, and a dedicated sports content experience on the platform.

The agreement builds on a year of collaboration between the two organizations. According to the announcement, the WTA’s TikTok account has surpassed one million total followers, and its content has generated more than 250 million combined video views and engagements year to date, a 41% increase year over year. Posts tagged #WTA have grown by more than 50% over the past year.

As part of the partnership, TikTok will exclusively livestream the 2026 FAGE WTA Finals Draw Ceremony on November 3 at 3:30 p.m. ET, ahead of the season-ending championship taking place November 8-15 in Indian Wells.

The partnership has three components beyond the livestream. “TikTok GamePlan,” a dedicated sports content experience, will offer tournament hubs across eligible WTA 1000 events, select WTA 500 tournaments, and the WTA Finals. The hubs will collect official content in one place for fans to explore throughout the season.

The collaboration will also support development of the “WTA Creator Club,” an initiative intended to bring digital creators closer to women’s tennis through content opportunities and access to tournaments around the world. Participating creators will capture the sport from their own viewpoints, from behind-the-scenes moments to stories beyond the court.

The third component is player-led storytelling, which TikTok and the WTA said will remain a central focus. The two organizations will work together to help more athletes build their presence on the platform. According to the announcement, WTA players already use TikTok to share their personalities and interests beyond competition.

“Together with the WTA, we’re giving sports fans more ways to experience the Tour, from player-led storytelling and creator access to live moments and dedicated destinations with TikTok GamePlan,” said Rollo Goldstaub, Global Head of Sport at TikTok.

Sarah Swanson, Chief Brand Officer at the WTA, said the organization’s work with TikTok over the past year “has demonstrated the growing global momentum behind women’s tennis and the potential to reach and engage audiences in new ways.” She added that the WTA is “looking forward to making women’s tennis more accessible and engaging for the next generation.”

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