In First Year, WTA Ventures ‘Fuels The Growth Of Professional Women’s Tennis’

By Barry Janoff
December 5, 2024: In 2023, WTA Ventures was launched as a strategic partnership between the Hologic WTA Tour and CVC Capital Partners as the commercial arm of the WTA.
In the first year of its “mission to fuel the growth of professional women’s tennis,” WTA Ventures expects to increase revenue by 24% in its first full year, setting a new record for the WTA’s commercial revenue.
“(This) has been a huge year of progress for WTA Ventures as our new growth strategy starts to deliver on the exciting opportunities for women’s tennis,” Marina Storti, WTA Ventures CEO, said via the group. “To increase commercial revenue by almost a quarter in year one is a tribute to great work by the entire team that we’ve brought together.
“Our aim is to make women’s tennis a commercial powerhouse so that we can fuel reinvestment in the sport and help the WTA to keep championing our amazing athletes and events.”
WTA Ventures said the increase in revenue puts it “on course to achieve its long-term goal of tripling commercial revenue over the six years between 2023 and 2029.”
Key milestones delivered include record growth in the WTA’s social and digital audience, deeper engagement with fans, and an expanded portfolio of commercial partnerships.
Looking ahead to 2025, WTA Ventures said it has” significant plans in place to keep up the strong momentum generated through its new growth strategy.
“As part of the drive to make the WTA even more impactful, an exciting new brand identity will elevate the boundary-breaking spirit and energy of the WTA for fans and partners around the world.”
“With a global audience of more than 1 billion and an exciting generation of inspirational players, there is still so much untapped potential for commercial growth,” said Storti.
“After a successful first year, we’ve got big plans to take the next steps in 2025 with a powerful new brand identity and ever stronger collaboration with our brilliant partners.”
Players themselves are feeling the impact as a direct result of the growth of WTA Ventures.
Led by Coco Gauff, nine of the world’s 15 top-earning women athletes — including six of the top seven – over the past year play on the Hologic WTA Tour. Gauff had more than $30 million in prize money — including more than $4.8 million to win the recent WTA Finals — and endorsements, according to Sportico.
No. 2 was freestyle skier Eileen Gu ($22 million in total earnings).
WTA players followed, including No. 3 Iga Swiatek ($21 million-plus in prize money and endorsements), No. 4 Zheng Qinwen ($20 million), No. 5 Aryna Sabalenka ($18 million), No. 6 Naomi Osaka ($15 million) and No. 7 Emma Raducanu ($14 million).
The Top 15 also included No. 11 Jasmine Paolini, No. 13 Jessica Pegula and No. 14 Elena Rybakina.
WTA said its Top 20 most-followed WTA players reached 58 million followers, up 27% since the start of the year.
Over the past year — which in June saw Portia Archer named as its new CEO, allowing CEO-chairman Steve Simon to fully concentrate on the role of chairman — the WTA added partners including Rolex; a three-year alliance with the Saudi Tennis Federation to host the WTA Finals in Riyadh between 2024-26; and a multi-year global partnership with Saudi Arabia’s Public Investment Fund that encompassed naming rights to Year End World No.1 and the first naming rights for the official WTA Rankings.
There also were renewed commercial partnerships with Corpay, Morgan Stanley and StatsPerform; and a collaboration between title partner Hologic, the Gates Foundation and the WTA Foundation to launch Global Women’s Health Fund to support better health and nutrition for women worldwide.
In addition, new media rights deals for 2024 and beyond were signed with Sky Sports (UK & Ireland, Italy, Germany, Austria and Switzerland), CANAL+ (Czech Republic and Slovakia), and Youku (China).
Seeking what it called “deeper engagement with fans,” WTA launched WTA Unlocked, a free membership platform offering such options as fantasy games and live-streams; released of TieBreak: The Official Game of the ATP and WTA in collaboration with ATP and video game publisher Nacon; and unveiled a Customer Data Platform in collaboration with the ATP to “enable better insight into our fans, support personalized digital fan engagement, and to allow us to promote the Tour to a global tennis audience.”
For the WTA, the strategy to build interaction with fans is building momentum.
The past year saw a 26% year-on-year increase in followers of official WTA social channels to reach more than 6.3 million, including YouTube up 125% and 430,000 TikTok followers reach within eight months of launch; and video views across WTA social channels up by 195%, including Instagram up 400%.
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