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Sinclair aims to build tennis media Powerhouse

March 2, 2017

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BusinessFeatured

Sinclair aims to build tennis media Powerhouse

March 2, 2017

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Sinclair Broadcast Group Inc. announced that it has acquired the assets of Tennis Media Company, the owner of Tennis magazine and Tennis.com.

The deal cost the $8 million plus an additional $6 million earn-out potential based on certain contingencies.  The acquisition will create a unified media platform that combines Tennis.com, the most visited online tennis platform in the world, and Tennis magazine, the sport’s most circulated print publication, with Sinclair’s Tennis Channel, the 24-hour television and multimedia network dedicated to the sport.

“The acquisition of Tennis Media Company brings together the sports’ television, print and online platforms, with significant advantages in the tennis rights and stakeholder world,” said Chris Ripley, President and CEO, Sinclair.  “We are committed to enhancing Tennis Channel’s role as the undisputed tennis-media hub, and this combination of the sport’s foremost outlets, along with the Tennis Channel Plus subscription service, will lead to efficiencies that maximise all four platforms.”

Widely considered the most valued online tennis domain, Tennis.com garners 25 million monthly page views and 2 million unique monthly visitors.  The site also houses its Baseline daily newsletter.  Tennis Channel is currently expanding its digital activity to complement on-air programming and become more integrated with websites of other Sinclair stations and properties throughout the country, and Tennis.com will play a major part in that integration process.

The network will pair Tennis magazine’s No. 1 circulation of 600,000 in its category with its own expanding subscriber base for the benefit of both assets.  Since Tennis Channel was acquired by Sinclair in March 2016, it has jumped from 37 million viewing homes to close to 50 million, according to ComScore, and has deals in place to reach 60 million homes this year.

“Uniting Tennis Channel with Tennis.com and Tennis magazine lets us serve our combined audiences and fans of the sport in a way never seen before’

Ken Solomon, President of Tennis Channel.  “We’ve long been in the business of creating demand for and helping to grow the game of tennis across the country, and now our ability to translate content across these platforms and elevate awareness for the sport is unprecedented.  Similarly, advertisers have never had the one-stop-shopping opportunity to sponsor the top print, television and online tennis destinations in the same place, in one transaction.

“Tennis fans consistently represent an affluent demographic that is among the most highly coveted by advertisers.  In the case of print, the median household income for Tennis magazine’s readership is just above $150,000 per year while in television, during the just-completed Australian Open for example, Tennis Channel was No. 1 in concentration of viewers living in homes with $100,000+ households incomes.  These viewers represented 51 percent of the network’s audience, nearly doubling the national average among all ad-supported, English-language networks, according to Nielsen for January 2017.

Tennismag“We have known Ken and his team for many years,” said Jeff Williams, Managing Partner of Tennis Media Company. “We are creating the kind of integrated media and marketing powerhouse that will better support our advertising and commercial partners, expand and enrich content for our highly coveted tennis enthusiasts globally and, ultimately grow the sport of tennis.”

Written by Michael Harvey

Michael Harvey

Deputy Editor & Social Media Specialist

Michael Harvey

Deputy Editor & Social Media Specialist