Sky Italia has secured its position as the leading broadcaster of the Wimbledon Championships in Italy by extending its rights deal with the All England Lawn Tennis Club (AELTC) for another four years. This new agreement ensures that viewers can enjoy the prestigious grasscourt tournament on Sky Sports and the Now streaming service from 2027 through 2030, following the conclusion of the current exclusive deal after next year’s event.
The renewal comes at a time when interest in tennis is surging in Italy, largely due to the success of local star Jannik Sinner. The current men’s world number one has claimed three Grand Slam titles, including two Australian Opens and the US Open, and is expected to be a frontrunner at this year’s Wimbledon. Additionally, Matteo Berrettini made headlines when he became the first Italian to reach the Wimbledon final in 2021, adding to the momentum of Italian tennis on the global stage.
This year, Wimbledon is set to break records once again with a total prize fund of £53.5 million ($72.5 million), reflecting a 7% increase from last year’s previous benchmark. The tournament will take place from June 30 to July 13, introducing a revised schedule aimed at attracting a broader global audience, particularly in the United States, where tennis viewership is substantial.
Notably, the finals for both the women’s and men’s singles events have been adjusted to start two hours later than before. This strategic move aims to optimize viewership in the US time zone, shifting the start times to 11am Eastern Standard Time, thereby increasing accessibility for American audiences.
Alongside this major tennis renewal, Sky Italia has also expanded its broadcasting portfolio by securing new rights to showcase EuroLeague basketball and EuroCup matches across its channels and streaming service, emphasizing its commitment to delivering top-tier sports content.
The current trends in sports broadcasting highlight a dynamic shift towards maximizing audience engagement and capitalizing on the growing popularity of individual sports. The commitment of networks like Sky Italia and ESPN to enhance viewer experience and accessibility could lead to exciting developments in how sports are consumed worldwide.