As tennis fans enjoy two weeks of championship drama at the 2025 U.S. Open, millions of viewers are tuning in to witness the edge-of-your-seat action. Established stars like Coco Gauff and Aryna Sabalenka are looking to add another Grand Slam to their legacies, while rising international players are vying for their breakthrough moment.
And TV advertisers have every reason to be excited.
Ads aired during the semifinals and finals of last year's Grand Slam tournaments drove 80% more total impact than the average ad during primetime programming — a metric inclusive of both EDO’s proprietary ad engagement metrics and overall TV viewership — according to our 2025 Women’s Sports TV Outcomes Report.
For advertisers seeking highly engaged audiences, women's tennis represents one of the most reliable investments in sports marketing. Let’s take a closer look at some key trends.
Grand Slam consumer engagement keeps growing
Grand Slam women’s tournament matches consistently deliver outsized returns for brands. The U.S. Open is particularly strong, generating 17% more per-person, per-second engagement than the primetime average while delivering 2.8x the total ad impact.
Wimbledon's women's singles final saw another standout example. The 2024 championship match between Barbora Krejčíková and Jasmine Paolini captivated 1.4 million viewers — a 9% increase from the previous year. More importantly for advertisers, the event delivered 13% more effectiveness for brands compared to the average 2024 Grand Slam telecast. Krejčíková’s thrilling, three-set victory showcased the kind of dramatic, high-stakes content that keeps audiences glued to their screens and receptive to brand messages.
Tennis’ global nature also provides unique advantages for brands. With players from around the world and tournaments spanning continents, women's tennis offers advertisers access to diverse audiences that are increasingly difficult to reach through traditional media channels.
Luxury and lifestyle brands serve up ad success
Top-performing advertisers last year spanned luxury goods, automotive, spirits, food and beverage, and retail categories — suggesting that tennis audiences are receptive to a broad range of brand messages when the creative execution aligns with the tournament atmosphere.
While familiar luxury brands like Rolex, Hermes, and Lexus were among the season’s top advertisers, there were also surprising newcomers. White Claw hard seltzers took the overall crown, with ads that were a whopping 599% more effective than the average advertiser during Grand Slam semis and finals.
Jersey Mike’s Subs also snuck into the top five, showing that fast-casual brands can also succeed in tennis’ elevated programming environments.
Finding creative success on and off the court
While luxury brands in particular shine in tennis environments, they can embrace a variety of approaches to successful TV creative execution.
Rolex drove powerful ad performance by featuring a star-studded cast of tennis talent. Its high-performing spot, “Rolex Oyster Perpetual,” features a who’s who of tennis stars, including game footage of Coco Gauff, Jannik Sinner, Carlos Alcaraz, Holger Rune, Stefanos Tsitsipas, and Iga Swiatek. The spot was 227% more effective than the average Grand Slam advertiser during the semis and finals.
Cîroc took a different but still highly effective approach, advertising its “Cîroc Limonata” vodka with an idyllic, warm-weather scene set in Capri, Italy. The aspirational creative paired perfectly with Grand Slam tennis, achieving 29% greater effectiveness than the average Grand Slam semis and finals advertiser.
These examples show that effective ad creatives don't necessarily need to feature tennis players, as long as they match the event’s elevated tone and positioning.
Live sports that elevate your TV marketing strategy
For brands evaluating their sports marketing plans, women's tennis offers a compelling proposition: consistent performance, large audiences, and the kind of engagement that drives real business results.
With upcoming Grand Slams offering proven platforms for brand success, and a rising generation of star players seeking their first major wins, the opportunity for advertisers to connect with highly engaged viewers is stronger than ever.
Ready to dive deeper into women’s sports? Download our complete Women's Sports TV Outcomes Report for comprehensive insights across tennis, basketball, soccer, and emerging sports that are capturing viewers and ad dollars.