Tennis Canada stays with CBC

The 'longstanding tradition' of Rogers Cup events on CBC will continue, at least until 2010.

CBC Sports has signed a three-year deal with Tennis Canada to keep the rights for the Rogers Cup men’s and women’s tournament semifinals and finals. The broadcast agreement, effective July 2008 through 2010, gives CBC live coverage of the Canadian stops of the WTA (Women’s Tennis Association) Tour and the ATP (Association of Tennis Professionals) Tour.

The Rogers Cup events are the oldest continuing tournaments after Wimbledon and the US Open. Interest in women’s tournaments may be high this year as a new women’s champion will be crowned in 2008.

Tennis Canada president and CEO Michael S. Downey says the CBC’s ‘longstanding tradition of covering the Rogers Cup events’ is a key reason for continuing the broadcast relationship. The organization has also recently signed a multi-year partnership with the Dairy Farmers of Canada that will include print and TV creative produced for the Toronto and Montreal events.

Rogers Cup Tennis on CBC broadcast times include semifinals of the men’s tournament on Saturday, July 26 at 3 pm ET and 7 pm ET; the final match at 1:30 pm ET on Sunday July 27; women’s semifinals on Saturday, Aug. 2 at 3 pm ET and 7 pm ET; and the finals on Sunday, Aug. 3 at 1:30 pm ET.