May 04, 2018
Stacey Allaster has completed her first full year as WTA Director, having replaced Larry Scott in July 2009. Her strategies for WTA growth and sustainability are broad and ambitious. In this period of global economic recession, women's tennis has experienced significant financial growth through sponsorships, as well as the increase in the global television audience and participation in the event in 2010. The 2011 Allaster priorities include the structure circuit (road map) Feed sponsors, digital growth (social media, web, live broadcast), marketing efforts in China, as well as the end-of-season championships in Istanbul.
The weathering of the economic storm
During her speech, Stacey Allaster seemed confident that the WTA was able to weather the difficult economic storm. In 2010, the main events showed a "slight" increase in attendance. Seven tournaments have won new sponsors, with only one tournament having lost its main sponsor.
Roadmap: Does it work?
The circuit structure (Roadmap) has been a prominent topic for Allaster. The WTA launched the roadmap in 2009 with the goal of shortening the season, providing a better geographic flow and minimizing injuries. A new tournament was added in Doha for 2011 to follow Dubai, so that players can make an easier transition (ie, less wear and tear on travel). Allaster has also made it a priority to monitor the overall health and well-being of players by giving them breaks between tournaments. Does the roadmap work? "Absolutely," said Allaster. "Compared to what we were in 2008, withdrawals have dropped 35%, and our top 10 players are hitting 84% of our major events."
Calendar changes
Four new tournaments have been added to the 2011 WTA calendar:
1. Doha: Qatar Ladies Open (Prime Minister) 21/02/2011 2. Belgium: Brussels Ladies Open (Prime Minister) 16/05/2011 3. Azerbaijan: Baku Cup (International) 18/07/2011 4. Maryland : Troy Park Women's Tennis Championship (International) 07/25/2011
WTA brand: Simpler is better
The WTA recently unveiled its new logo. In her speech, Allaster in details about how developed the new logo, and reviewed the history of name changes of the WTA since 1973. Finally, she and her team decided to return to the roots of the organization: the Tennis Women's Association. "That would be our hero brand," said Allaster. "Then we create a sub-portfolio of brands. WTA Tour, WTA Championships, WTA news, leaderboards, scores, event WTA Premier wanted to keep our communication simple and also create a model for marketing so that we could have a growth in turnover »Allaster also He stressed the need for make the logo smaller to be effective in mobile communication, TV graphics and social networks.
Old and new sponsorships
The Sony Ericcson WTA has lost as the main sponsor, but could renegotiate a new partnership, making Sony Ericsson into its main partner for 2011 and 2012. This new partnership will allow the WTA to seek new marketing programs aimed specifically at young people . , promising players in the classification category from 30 to 50.
In 2010, the WTA won three new sponsors, and two more are in preparation. "We have not had a new sponsor for six years," said Allaster. "I think it has a lot to do with the Sony Ericsson WTA Tour, because when you have such a dominant brand [Sony Ericsson], it's much harder to attract other brands to work with." Allaster noted that this new business model has allowed the WTA to generate more revenue than it had with Sony Ericsson as the main sponsor.
Oriflame, a Swedish cosmetics company, will be present in most European tournaments. Peak, a Chinese clothing company that also works with NBA China, is part of the WTA's strategic efforts to cultivate tennis and promote the WTA brand in China. In 2011, Peak will launch a WTA clothing line in China in 6,000 retail stores.
The third sponsor of the ATA will be announced in the coming weeks.
Digital Endeavors: website, social networks
WTATour.com (formerly sonyericssonwtatour.com) saw a 40% increase in activity in 2010. Digital innovations include a new mobile website and a Spanish website. Allaster's plan for the website is to eventually change the URL of WTATour.com to WTA.com, but this domain name currently belongs to someone else.
Social networks have been a great growth ground. The WTA has seen an increase of 1.5 million fans across social networks this year, bringing the total to five million fans connected with players and the WTA.
TV and live broadcast
There are complications in this area, as well as space for growth. Allaster says that digital must strike a balance with broadcast rights, but is eager to explore the possibilities. The WTA currently shares the TennisTV.com portal with ATP for the transmission of live tournaments. "Looking at our new TV strategy, it's certainly one of the components we're looking for: production values, optimizing our exposure and reaching more international fans." Production costs are also much lower with live streaming. In addition, Allaster believes that the articles transmitted need not necessarily have the same quality of production as television programs.
The audience of the television
Allaster reported a 15% increase in global TV coverage of women's tennis. The reason, Allaster said, "I think it is the depth of the athlete, we talked all year round Eight players from different nations in the top 10. This new star has created in the global markets and created more demand. WTA. "
WTA works more closely with ATP
In 2011, 20 of the WTA events will be combined with the ATP Tour, and six of the ATP Masters series will be combined with the main events of the WTA. Having a combined championship is not so simple. With the end of the men's tour in November, the idea of joining the two end-of-season championship events of the two rounds would be impossible. "If they can achieve their goals of shortening the schedule, it will bring us closer to this potential reality," said Allaster.
International growth strategy: China and its youth
The WTA focused on Asia Pacific (specifically China) as a strategic market with huge growth potential. One of the four mandatory events Premier (China Open) was placed specifically for the purpose of developing tennis in China. WTA will work closely with the China Tennis Association to educate young Chinese on tennis. "We have to have rackets in our hands and show them that our sport is fun through tennis festivals across the country," Allaster said. This created an opportunity for our brand and also assets for our partners, such as Peak. Li Na, China's number one and the first Chinese player to reach the top 10, has also helped expose women's tennis to a wider audience in China, her home country.
Istanbul
From next year, the WTA championship will have a new home: Istanbul. The tournament will run until 2013 and will be known as "The People's Championship". Allaster said: "Instead of being individual lodges on the ground, that fans and people can do it at Wimbledon, and there is nothing more exciting than when you see that section of the stadium with all the fans completely in the event. "
With strong growth prospects in several areas, 2011 promises to be an exciting year for ATA.
The weathering of the economic storm
During her speech, Stacey Allaster seemed confident that the WTA was able to weather the difficult economic storm. In 2010, the main events showed a "slight" increase in attendance. Seven tournaments have won new sponsors, with only one tournament having lost its main sponsor.
Roadmap: Does it work?
The circuit structure (Roadmap) has been a prominent topic for Allaster. The WTA launched the roadmap in 2009 with the goal of shortening the season, providing a better geographic flow and minimizing injuries. A new tournament was added in Doha for 2011 to follow Dubai, so that players can make an easier transition (ie, less wear and tear on travel). Allaster has also made it a priority to monitor the overall health and well-being of players by giving them breaks between tournaments. Does the roadmap work? "Absolutely," said Allaster. "Compared to what we were in 2008, withdrawals have dropped 35%, and our top 10 players are hitting 84% of our major events."
Calendar changes
Four new tournaments have been added to the 2011 WTA calendar:
1. Doha: Qatar Ladies Open (Prime Minister) 21/02/2011 2. Belgium: Brussels Ladies Open (Prime Minister) 16/05/2011 3. Azerbaijan: Baku Cup (International) 18/07/2011 4. Maryland : Troy Park Women's Tennis Championship (International) 07/25/2011
WTA brand: Simpler is better
The WTA recently unveiled its new logo. In her speech, Allaster in details about how developed the new logo, and reviewed the history of name changes of the WTA since 1973. Finally, she and her team decided to return to the roots of the organization: the Tennis Women's Association. "That would be our hero brand," said Allaster. "Then we create a sub-portfolio of brands. WTA Tour, WTA Championships, WTA news, leaderboards, scores, event WTA Premier wanted to keep our communication simple and also create a model for marketing so that we could have a growth in turnover »Allaster also He stressed the need for make the logo smaller to be effective in mobile communication, TV graphics and social networks.
Old and new sponsorships
The Sony Ericcson WTA has lost as the main sponsor, but could renegotiate a new partnership, making Sony Ericsson into its main partner for 2011 and 2012. This new partnership will allow the WTA to seek new marketing programs aimed specifically at young people . , promising players in the classification category from 30 to 50.
In 2010, the WTA won three new sponsors, and two more are in preparation. "We have not had a new sponsor for six years," said Allaster. "I think it has a lot to do with the Sony Ericsson WTA Tour, because when you have such a dominant brand [Sony Ericsson], it's much harder to attract other brands to work with." Allaster noted that this new business model has allowed the WTA to generate more revenue than it had with Sony Ericsson as the main sponsor.
Oriflame, a Swedish cosmetics company, will be present in most European tournaments. Peak, a Chinese clothing company that also works with NBA China, is part of the WTA's strategic efforts to cultivate tennis and promote the WTA brand in China. In 2011, Peak will launch a WTA clothing line in China in 6,000 retail stores.
The third sponsor of the ATA will be announced in the coming weeks.
Digital Endeavors: website, social networks
WTATour.com (formerly sonyericssonwtatour.com) saw a 40% increase in activity in 2010. Digital innovations include a new mobile website and a Spanish website. Allaster's plan for the website is to eventually change the URL of WTATour.com to WTA.com, but this domain name currently belongs to someone else.
Social networks have been a great growth ground. The WTA has seen an increase of 1.5 million fans across social networks this year, bringing the total to five million fans connected with players and the WTA.
TV and live broadcast
There are complications in this area, as well as space for growth. Allaster says that digital must strike a balance with broadcast rights, but is eager to explore the possibilities. The WTA currently shares the TennisTV.com portal with ATP for the transmission of live tournaments. "Looking at our new TV strategy, it's certainly one of the components we're looking for: production values, optimizing our exposure and reaching more international fans." Production costs are also much lower with live streaming. In addition, Allaster believes that the articles transmitted need not necessarily have the same quality of production as television programs.
The audience of the television
Allaster reported a 15% increase in global TV coverage of women's tennis. The reason, Allaster said, "I think it is the depth of the athlete, we talked all year round Eight players from different nations in the top 10. This new star has created in the global markets and created more demand. WTA. "
WTA works more closely with ATP
In 2011, 20 of the WTA events will be combined with the ATP Tour, and six of the ATP Masters series will be combined with the main events of the WTA. Having a combined championship is not so simple. With the end of the men's tour in November, the idea of joining the two end-of-season championship events of the two rounds would be impossible. "If they can achieve their goals of shortening the schedule, it will bring us closer to this potential reality," said Allaster.
International growth strategy: China and its youth
The WTA focused on Asia Pacific (specifically China) as a strategic market with huge growth potential. One of the four mandatory events Premier (China Open) was placed specifically for the purpose of developing tennis in China. WTA will work closely with the China Tennis Association to educate young Chinese on tennis. "We have to have rackets in our hands and show them that our sport is fun through tennis festivals across the country," Allaster said. This created an opportunity for our brand and also assets for our partners, such as Peak. Li Na, China's number one and the first Chinese player to reach the top 10, has also helped expose women's tennis to a wider audience in China, her home country.
Istanbul
From next year, the WTA championship will have a new home: Istanbul. The tournament will run until 2013 and will be known as "The People's Championship". Allaster said: "Instead of being individual lodges on the ground, that fans and people can do it at Wimbledon, and there is nothing more exciting than when you see that section of the stadium with all the fans completely in the event. "
With strong growth prospects in several areas, 2011 promises to be an exciting year for ATA.
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