WTA Seeking New Premier Partner To Replace Hologoic, Hires Wasserman
Friday, April 18, 2025 at 04:50PM By Barry Janoff
April 17, 2025: The WTA Tour said today that its commercial division, WTA Ventures, has appointed global sports, music and entertainment management firm Wasserman as its sales agency of record “to help supercharge its continued growth.”
Wasserman’s duties will cover “all partnership tiers, with specific attention dedicated to securing a new Premier Partner for the WTA.”
In March 2022, the WTA and medical technology company Hologic jointly unveiled what was called a “landmark partnership introducing Hologic as the global title sponsor of the WTA Tour.”
The multi-year alliance was described as the largest global sponsorship in WTA history and Hologic’s first worldwide sponsorship, which aimed to “achieve significant progress through a shared vision of greater wellness and equality for women.”
That partnership, which was valued at $120 million over ten years by industry analysts, was the WTA Tour’s first title sponsor since a deal with Sony Ericsson ended in 2010, valued at an average of $14.7 million per year over six years.
Now, the WTA Tour is seeking another lead partner.
“The WTA is the stage where women’s tennis shines and, with the energy of our new brand identity, we are driven by an ambition to elevate our impact across the world,” Marina Storti, CEO of WTA Ventures, said via the group.
“Leaning on Wasserman’s expertise, we want to identify and align with partners who share our vision to rally the world around this wonderful game, celebrate our incredible athletes and push the boundaries of what is possible through the power of sport.”
The move comes on the heels of the WTA’s new brand identity and multi-media marketing effort, "Rally The World,” intended to “elevate its impact as a leader in sports and entertainment.”
Last month, WTA signed Gillette Venus as a global partner, joining PIF, Morgan Stanley, Rolex and Corpay.
WTA Ventures said the new brand, “along with the introduction of the new Premier Partner sponsorship package, forms part of WTA Ventures’ strategy to drive the growth of professional women’s tennis, building on the new record set for the WTA’s commercial revenue through the 25% increase achieved in 2024.”
Wasserman’s dedicated Rights Sales division will lead the partnership for the WTA and work collaboratively with Wasserman’s women’s impact and advisory practice, The Collective, “to identify prospective partners and bring these opportunities to market.”
The Collective has previously worked with several WNBA and NWSL clubs as well as the LPGA.
“It’s a privilege to partner with the WTA, representing the commercial rights of one of the world leaders in sports and entertainment,” Chris Foy, Wasserman evp and managing director, Rights Sales, North America, said via the company.
“Entering a bold new era, the WTA has built an incredible platform for partners, and we’re excited to take the opportunity to a global market.”
According to the WTA, total attendance in 2024 increased by 15% at Hologic WTA Tour events to surpass 3.5 million in total.
WTA said 2025 highlights would see continued growth in prize money for the WTA’s 1,600 players, building on the new record set in 2024 of $221 million, an increase of $42 million versus 2023.
The 2024 total includes the $4.8 million awarded to WTA Finals Riyadh champion Coco Gauff, called “the biggest prize ever won in female sports.”
For the second consecutive year, the WTA said it achieved a global audience of more than 1 billion on TV and streaming platforms.
WTA’s growing impact also was felt on social media.
The Top 20 most-followed WTA players now reach a combined total of 58.5 million followers, an increase of 29% over the last 12 months.
In addition, there are 6.4 million followers of official WTA social channels as of the end of December, up 25% since the previous year, according to the WTA.
In connection with the WTA’s overall growth, 11 of the world’s 20 highest-earning female athletes are WTA players. according to Forbes.
Coco Gauff earned $34.4 million overall this past year including endorsements, No. 1 among all female athletes.
Iga Świątek earned $23.8 million overall. No. 2 among all female athletes. Zheng Qinwen was No. 4 overall ($20.6 million) and Aryna Sabalenka No. 5 ($18.7 million).
The WTA prize money leader in 2024 was world No. 1 ranked Sabalenka ($9,729,260), followed by Gauff ($9,353,847) and Swiatek ($8,550,693).
WTA Launches ‘Rally The World’: Bold Brand Identity’ To Elevate Player Impact
Swing And A Hit: In ’25, Hologic WTA Tour Seeks To Build On Success Of ’24
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