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WTA: Serving up social growth

To mach the rising momentum in women's sports, the Women's Tennis Association looked to supercharge its TikTok following and engage a younger, more global audience

Performance

Challenge

The Women’s Tennis Association (WTA) wanted to supercharge its social following and cement its place among the world’s top sports leagues online. The goal: attract a younger, more engaged, and more global fan base while showcasing its athletes and tournaments, as well as its brand partners, including Netflix’s Break Point, Morgan Stanley, Hologic and Rolex.  
 
To get there, the WTA needed rapid, measurable follower growth across TikTok. That meant reaching beyond its existing audience, balancing growth in core markets like the United States, United Kingdom, and Canada with expansion into players’ hometowns and emerging regions—and riding the rising momentum around women’s sports to connect with new fans worldwide. 
 
WTA Phones 1

 

 

Solution

We built a TikTok strategy to grow the WTA’s audience and keep fans coming back.  

Social Growth at Scale: TikTok, YouTube, and Instagram became the primary engines of fan development.  

Platform Innovation: We assisted in the WTA’s launch of TikTok in early 2024 and scaled it rapidly, marketing globally to showcase player wins, tour life, and lighter, personality-driven moments. We amplified player-focused content, tournament highlights, and lo-fi behind-the-scenes videos. Leaning into trending formats helped connect with both core tennis fans and the broader sports audience. 

Localized Campaigns: We expanded targeting beyond priority markets, featuring players in their home countries to spark hometown pride and deliver cost efficiencies.  

Creative Refresh & Real-Time Optimization: We monitored WTA’s TikTok to make daily optimizations by spotting organic content gaining traction, then quickly boosted it to capitalize on momentum. Just as quickly, we paused underperforming boosts and reallocated budget to top performers, which kept spend efficient and results strong. When Venus Williams made her comeback in Washington, D.C., her highlight clips were in-market on both platforms within hours—driving a wave of new followers and subscribers.  

Audience Expansion for Efficient Growth: While tennis fans stayed at the heart of targeting, we went bigger. Expanding into general sports audiences on TikTok lowered cost per follower, and interest-based targeting tied to specific content proved especially effective—like tapping into pet lovers when players’ animals appeared on camera, targeting fans in a player’s home country, or even jumping on toy-related interests during the Labubu craze. 

Results

The WTA’s social channels are in full rally mode: On TikTok, WTA's following grew 3,072%, from 29,000 to 920,000 in just 17 months (March 2024 to August 2025), fueled by content from global stars like Coco Gauff and Aryna Sabalenka. We helped them reach their 1 million follower milestone on October 25, 2025. 

Expanded location targeting boosted performance not only in new markets across Asia, LATAM, and Europe, but also in key regions like the USA and Canada, helping to diversify and strengthen the WTA’s fan base worldwide. 

WTA Phones 2

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