The Women’s Tennis Association (WTA) has signed a £335 million ($525 million) contract with digital media giants Perform, in a deal that will see more tennis matches being televised throughout the year.
The commercial contract is said to be the biggest deal in women’s sport till today and it will provide broadcast rights to every women’s tennis tournament in the annual calendar for the span of the next 10 years.
“This is a game changing and historic moment for our fans and for women’s sport,” said the Chairman and CEO of WTA, Stacey Allaster.
“Our new broadcast strategy to produce all 2000 main draw singles matches in partnership with (broadcast distribution partner) Perform will deliver exponential global exposure for our players, tournaments and partners.”
Heather Bowler of WTA also claimed that women’s sport has been underexposed and underinvested in all along as sports marketers traditionally paid more attention to men’s sport. However, they are now taking notice of women’s sport and viewing it as an investment opportunity.
The contract will allow Perform to have broadcast access to almost 54 women’s tennis events a year, significant expanding it’s outreach throughout the globe.