Tennis Channel will now be available as a direct-to-consumer subscription streaming service in a monumental move for tennis fans.

According to a Wednesday press release issued by Tennis Channel owner Sinclair Broadcast Group, the network will launch its streaming service on November 12th. The offering will be priced at $9.99 per month or $109.99 annually and include live 24/7 access to the flagship network, among other content.

Tennis Channel currently holds media rights to both the ATP and WTA tours, including every 1000, 500, and 250 event, along with the year-end championships. The network also broadcasts team competitions like the Davis Cup, Billie Jean King Cup, and Laver Cup. In addition, Tennis Channel owns some ancillary rights to the sport’s four Grand Slam events.

Prior to this announcement, tennis fans required a cable or satellite subscription to access the vast majority of desirable regular-season matches. Some matches would be available for free on Tennis Channel’s FAST network T2, but marquee players were usually found on the flagship channel, which required pay-TV authentication.

The new streaming service will include all programming previously housed on Tennis Channel+, including thousands of hours of on-demand programming, press conferences, and podcasts. Fans with access to Tennis Channel through a pay-TV provider can access the new streaming service at no extra cost.

“Tennis Channel is transforming the way fans connect with the sport,” said Matt Graham, senior vice president, direct-to-consumer, Tennis Channel. “By merging our flagship network with extensive live and on-demand offerings, we’re making it easier for fans to enjoy the game they love. Subscribers have total control of their viewing experience, with the ability to follow their favorite players in real-time, switch between multiple live matches, or sit back and enjoy our 24/7 network.”

Tennis Channel is unique among league and sport-specific cable networks as it is almost a must-have if you are a tennis fan. Previously tied exclusively to the pay-TV bundle, Tennis Channel—and tennis in general—was severely limited in its ability to reach a broad audience. That’s why, for many, tennis is a sport that is only relevant four times per year.

With its regular season events now available for the reasonably low price of $9.99 per month, fans interested in the sport but not part of the pay-TV ecosystem now have an accessible option.

For once, it seems like a sport is taking steps to simplify the viewing experience for its fans. Hopefully, that trend will continue across the live sports landscape.

[Tennis Channel PR]