Jannik Sinner Drives Record Sky Tennis Viewership, But Djokovic-Berrettini Remains King
Sky’s tennis coverage is experiencing a surge in popularity, largely fueled by the ascendance of Italian star Jannik Sinner, tho a surprising outlier remains the network’s most-watched match.Nine of the ten most-viewed tennis matches on Sky have featured sinner as a competitor,demonstrating his notable draw with Italian audiences. However,the 2021 Wimbledon final between Novak Djokovic and Matteo Berrettini currently holds the top spot,according to a recent interview with federico Ferri,Sky’s director,conducted by Ubaldo Scanagatta.
The interview,which delved into the evolution of tennis broadcasting and athlete-media relations,traced a line from Italian tennis legend Nicola Pietrangeli to the current phenomenon that is Sinner. A key discussion point revolved around Sinner’s changing dynamic with the press.”The interview with Sinner is the one that involved me the most,” a senior official stated, noting a marked difference between Sinner’s guarded demeanor in 2022 and his more open and expressive approach in recent appearances.
Sky’s most-watched tennis matches currently include:
- Wimbledon 2021 finale (Djokovic-Berrettini)
- Masters 1000 Miami 2024 finale (Sinner-Dimitrov)
- US Open 2025 finale (Sinner-Alcaraz)
- Wimbledon 2025 finale (Sinner-Alcaraz)
- ATP Finals 2025 finale (Sinner-Alcaraz)
Did you know?-Despite Jannik Sinner’s recent surge in popularity, the 2021 Wimbledon final between Djokovic and Berrettini remains Sky’s most-watched tennis match.
The growing popularity of men’s tennis is contrasted with the current state of women’s viewership. While acknowledging the need for more prominent italian female players, one analyst noted that “Having only Jasmine Paolini as a top player in this historic moment in italian tennis doesn’t help, but Serena Williams’ matches had ratings comparable to those of men’s tennis.” This suggests that compelling individual stars are crucial for driving viewership in women’s tennis, and that increased investment in developing Italian talent could yield significant returns.
Beyond viewership numbers, the interview explored Sinner’s evolving relationship with the media.He is now described as deeply considerate and engaged during interviews, approaching each conversation with the same focus and dedication he brings to the court. “He gives enormous consideration to the person he is talking to,” the official explained, “and sits in the chair thinking of doing the best he can, like when he plays.”
The conversation also touched on potential future interviewees, with a desire to feature figures like Italian football star Daniele De Rossi, praised for his articulate dialogue style, and tennis greats Rafael Nadal and Roger Federer.
The role of commentators also came under scrutiny,particularly considering criticism leveled against Elena Pero for perceived bias during Italian players’ matches. A Sky representative dismissed the criticism as largely fueled by negativity on social media, stating, “Accusing Elena Pero of supporting Alcaraz is wrong, it’s not because Sinner is the greatest Italian tennis player that the other champions can’t also be appreciated.”
Sky addressed concerns about potential legal requirements for free-to-air tennis broadcasts. The network emphasized its commitment to a balanced approach, citing the free-to-air broadcast of the Wimbledon final on TV8 as an example. “There is no worry,” a company release stated, “it was Sky itself that chose to calibrate a relationship between free-to-air tennis and paid tennis in a balanced way…we need to respect pay TV, who pays the rights and focuses on quality for the subscriber.”
The continued success of Sky’s tennis coverage, and the central role of Jannik Sinner within it, underscores the power of compelling athletes to drive viewership and engagement in the world of sports broadcasting.
