In a major shift for Italian sports broadcasting, Mediaset has clinched a multi-year deal to broadcast the Nitto ATP Finals on free-to-air television starting in 2026. The commercial broadcaster successfully outbid the public national broadcaster, RAI, which had held the rights through the 2025 season.
Key Details of the Agreement
Driven by the massive “Sinner Effect” in Italy, the deal is a strategic move to capture the growing tennis audience.
- Duration: The contract is a multi-year agreement, reportedly covering at least three years (2026–2028) with an option for two additional years.
- Cost: The investment is estimated at approximately €4 million per year.
- Coverage: Mediaset will air a selection of eight premier matches per tournament, including one match per day and the high-stakes final.
- Platforms: Matches will be available across Mediaset’s linear channels and the Mediaset Infinity streaming platform.
The “Sinner Effect” and Market Valuation
The move comes after record-breaking viewership for the tournament. The 2025 final between Jannik Sinner and Carlos Alcaraz drew nearly 5.5 million viewers on RAI, achieving a massive 28.7% audience share. Mediaset’s acquisition highlights the transformation of tennis from a niche sport into a “national event” in Italy, capable of driving significant advertising revenue.
While Mediaset takes over the free-to-air window, Sky Italia remains the primary rights holder for the entire tournament through 2028, providing comprehensive coverage for pay-TV subscribers.
Turin Stays Center Stage
The tournament will remain at the Inalpi Arena in Turin through at least 2027, with Italy confirmed as the host nation through 2030. This long-term stability in hosting provides a secure foundation for Mediaset to build its brand association with the “Tournament of Champions.”