THE WTA ANNOUNCED this week that Dubai Duty Free, the Middle Eastern airport retailer, has extended its longstanding global sponsorship of women’s tennis for an additional three years through 2014.
A sponsor since 2004, Dubai Duty Free’s renewal as an Official Partner of the WTA is valued by Frontloaded at up to $3m per year.
The Dubai-based brand is an important partner for the Tour. As well as a global sponsor it is also the owner, organiser and title sponsor of the Dubai Duty Free Tennis Championships, a premier tournament on the WTA calendar.
Commenting on the renewal of the WTA agreement, Colm McLoughlin, Executive Vice Chairman, Dubai Duty Free, highlighted the anticipated increased exposure: “Our sponsorship of the women’s tour has evolved well since 2004 and the new agreement provides Dubai Duty Free with an even wider global reach through the TV and online aspects.”
This reach will be enhanced by the WTA’s recent four-year agreement with Perform, the digital sports specialist agency, which is expected to double the overall exposure for WTA tennis through a significant increase in the production of WTA content, the development of new platforms, and an enhanced focus on digital distribution.
Despite encouraging activity from the likes of Dubai Duty Free, the WTA now has a difficult task in finding a new title sponsor to match Sony Ericsson’s record-breaking $88m contribution to the sport. Sony Ericsson will not renew upon the current deal’s expiry at the end of 2012.
The WTA, however, remains upbeat, with the declaration of $160m revenues over the past 18 months, thanks largely due to the signing and renewal of various commercial backers.
Along with Colm McLoughlin, Salah Tahlak, Dubai Duty Free's senior vice-president, Corporate Communications, is responsible for the brand’s sponsorship strategy.