The Women's Tennis Association (WTA) has been making significant strides in recent years, and its commercial arm, WTA Ventures, is at the forefront of this growth. Under the leadership of CEO Marina Storti, WTA Ventures is on a mission to transform women's tennis into a commercial powerhouse. In 2024, the organization has achieved remarkable progress, setting new records and forging strategic partnerships.

WTA Ventures: A Year of Progress

Commercial Revenue Growth

Established in 2023 as a strategic partnership between the WTA and CVC Capital Partners, WTA Ventures is on track to increase revenue by 24% in its first full year. This significant growth follows the launch of a new strategy to accelerate commercial growth and a series of deals with media partners and sponsors. The success of the first edition of the WTA Finals in Riyadh, Saudi Arabia, has also contributed to this upward trend.Marina Storti, CEO of WTA Ventures, attributes this success to the hard work of the entire team. "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," she says. "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."

Fan Engagement and Digital Growth

During 2024, WTA Ventures has achieved strong progress in fan engagement and digital growth. The WTA's social and digital audience has seen a 26% year-on-year increase, with official WTA social channels reaching a total of 6.3 million followers by the end of October. YouTube views are up by 125%, and 430,000 TikTok followers have been added within eight months of launch. Video views across WTA social channels are up by 195%, with Instagram views increasing by 400% and the top 20 most followed WTA players reaching 58 million followers, up 27% since the start of the year.New offerings for fans, such as WTA Unlocked, a free membership that gives fans more ways to watch and engage with the Hologic WTA Tour, including fantasy games and live streams, have also contributed to this growth. The launch of a customer data platform in collaboration with the ATP has enabled better insight into fans, supporting personalized digital fan engagement and allowing the Tour to be promoted to a global tennis audience. Additionally, the release of TIEBREAK: The Official Game of the ATP and WTA in collaboration with ATP and NACON has offered fans an unparalleled gaming experience.

Commercial Partnerships

WTA Ventures has expanded its portfolio of commercial partnerships during 2024. A three-year partnership with the Saudi Tennis Federation to host the WTA Finals in Riyadh between 2024 and 2026 has been a significant achievement. The first edition in November 2024 attracted an attendance of 21,000 and was shown by 38 networks in more than 150 territories.Collaborations with title partner Hologic, the Gates Foundation, and the WTA Foundation to launch the Global Women's Health Fund have had a positive social impact. Renewed commercial partnerships with Corpay, Morgan Stanley, and StatsPerform, as well as a new year-round global partnership with Rolex, have supported the business.

Looking Ahead to 2025

WTA Ventures has significant plans for 2025 to build on its success. An exciting new brand identity will elevate the boundary-breaking spirit and energy of the WTA for fans and partners around the world. More details will be revealed in the coming months.In addition, the organization will further strengthen its partnership portfolio for brands wanting to align with the WTA's global reach, inspirational players, and world-class tournaments. This will include the introduction of a new Premier Partner sponsorship package offering unparalleled access to a growing sport and fanbase.Marina Storti believes that with a global audience of more than 1 billion and an exciting generation of inspirational players, there is still much untapped potential for commercial growth. "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," she says.