Tennis Channel CEO Jeff Blackburn Shares His Journey from Amazon to a Media Company with a Passionate Focus

Jeff Blackburn has concluded a notable 24-year tenure at Amazon, where he played an instrumental role in the development of Prime Video, Amazon Studios, and Amazon Music, while directing the company’s push into advertising. Before embarking on his journey with the tech giant, Blackburn distinguished himself as a talented high school tennis player. He soon realized that balancing his passion for tennis with the demanding culture of the tech industry was challenging.

Last year, Blackburn formally combined his personal and professional interests when he was appointed CEO of the Tennis Channel, a property acquired by Sinclair for $350 million in 2016. After transitioning from tennis to football as a linebacker at Dartmouth, Blackburn “gave up the racket” for 25 years. He reflects, “I missed it so much, but was working so hard.” His rekindled passion for the sport has led him to participate in competitive matches. “I go out there and battle on the weekends,” he adds with a smile.

Under Blackburn’s leadership, the Tennis Channel has experienced significant growth in ratings and streaming subscriptions. The spring season has marked the highest viewership in the company’s history, with ongoing momentum leading into key events like the upcoming French Open. Tennis Channel holds full rights to both men’s and women’s professional tours, although it lacks rights to the four major tournaments. Despite this, it has registered impressive statistics, including a 24% increase in viewership during the BNP Paribas Open in Indian Wells, California. Women’s tennis has also reached new heights, with championship matches at Indian Wells and the Miami Open exceeding viewership of the 2026 Australian Open Women’s Final. Moreover, the live broadcast of the recent men’s final between Jannik Sinner and Carlos Alcaraz ranked among the top three sports broadcasts during its time slot.

In a recent interview, Blackburn shared insights into his strategic vision for the Tennis Channel, its positioning within the competitive streaming landscape, and his experiences in his first year as CEO. The conversation has been condensed for clarity.

DEADLINE: Is it helpful that you have the perspective of both player and viewer?

JEFF BLACKBURN: Big time. At Amazon, I worked in corporate development strategy, focusing on mergers and acquisitions for a long time. We identified patterns and had the resources to enter virtual markets, including entertainment. However, we realized that maintaining intense focus was vital. For instance, we acquired Zappos in 2009, and the success of such ventures stemmed from their specialized knowledge. My focus for the Tennis Channel reflects that intense dedication to the sport.

DEADLINE: And still growing.

BLACKBURN: They’re really good at it! That’s why we acquired them. I recognized the same principle for Tennis Channel—intense focus. We’re all about tennis and committed to its growth. With emerging stars, including the captivating rivalry between Sinner and Alcaraz, we are witnessing a renaissance in the sport.

DEADLINE: The original founders of Tennis Channel aimed for a balance that differed from other sports networks.

BLACKBURN: We’ve maintained that balance. We have exclusive rights to both tours, ensuring coverage throughout the year without an off-season. Our commitment involves extensive production, sometimes up to 18 hours over four consecutive days for various tournaments worldwide.

DEADLINE: What’s the global distribution for Tennis Channel?

BLACKBURN: We operate in Spain, Germany, and have a small presence in the UK and France, primarily through FAST channels rather than full networks. Spain is our largest market, but our international strategy isn’t a primary focus at this moment.

DEADLINE: Eurosport previously dominated tennis broadcasting.

BLACKBURN: And Sky, which has since moved away from tennis. While we did have U.S. Open rights at Prime Video and a strong interest in sports, it wasn’t until recent years that we began making strides in various sports streaming deals.

DEADLINE: The audience for tennis is affluent.

BLACKBURN: Yes, and it’s a growing demographic in the U.S., but it may not remain static forever.

DEADLINE: Your subscription streaming service complements the main linear channel. How do you balance these?

BLACKBURN: The flagship Tennis Channel is complemented by Tennis Channel 2, which is evolving into a standalone network. This model allows us to attract new viewers. Subscription users gain access to all replays and matches, enhancing the viewing experience.

DEADLINE: Is the app available on popular platforms like Amazon and Roku?

BLACKBURN: We distribute the app through Roku and have plans to enhance our presence within premium subscription programs. Our goal is to streamline access to tennis for all viewers.

DEADLINE: Have you disclosed subscription figures?

BLACKBURN: We don’t typically disclose numbers, however, we did set records for signups during the Indian Wells and Miami tournaments, and overall audience growth increased by 30% on cable.

DEADLINE: Many companies are transitioning to the streaming space.

BLACKBURN: Exactly. Companies like AMC and Starz have shifted significantly towards streaming. We anticipate doing similarly as more providers replicate successful digital models.

DEADLINE: YouTube TV launched their own skinny bundles without including your channel initially.

BLACKBURN: Correct, while T2 and Pickleball are included, Tennis Channel is recognized as a premium offering within their sports tier, and we are addressing this oversight.

DEADLINE: What improvements do you envision for the user experience on your streaming service?

BLACKBURN: I’ve identified several areas for enhancement. While our production team excels, we needed to establish in-house software capabilities. We’ve begun to build a team to enhance our service and user experience, focusing on personalization.

DEADLINE: Is it necessary to acquire rights to the four major tournaments?

BLACKBURN: Historically, they did hold the rights to the French Open, but they shifted away from acquiring major tournaments. We are present at the majors, investing in top-tier analysis, yet the major deals currently favor ESPN and TNT.

DEADLINE: When are the next negotiations for major rights?

BLACKBURN: The Australian Open rights are set for negotiation in 2028, while French Open deals will run until 2034, U.S. Open until 2035, and Wimbledon until 2034. We aim to maintain collaborative relationships with ESPN and TNT.

DEADLINE: Can Tennis Channel grow without the majors?

BLACKBURN: Absolutely. We’ll focus on providing extensive tennis coverage throughout the year. While the majors are significant, we feature 65 tournaments annually and excel during critical events. Recent growth is fueled by an engaged, younger audience, distinguished by rising stars like Sinner, Alcaraz, and Coco Gauff. This has been pivotal for the Tennis Channel’s demographic shift.

DEADLINE: Has Sinclair reaffirmed their commitment to the Tennis Channel?

BLACKBURN: Yes, that earlier phase has concluded. Sinclair has made strategic investments in the Tennis Channel, leading to robust collaboration. We don’t require additional investment; our focus is on refining our operations and embracing streaming.