WTA Announces New Multi-year Global Title Sponsorship With Hologic

Today, 3rd February, the governing body of women’s tennis, Women’s Tennis Association (WTA), announced a historic multi-year partnership with women’s health organization Hologic. The pioneer organization of women’s health around the globe, Hologic, would act as the global title sponsor of the WTA Tour.

WTA previously partnered for title sponsorship in 2005 with cellphone manufacturer Sony Ericson. The $88 million deal ended in 2010. Since then, the Women’s Tennis Association has been without a title sponsor. As per the press release given out by the WTA, the association has termed this partnership as the ‘largest global sponsorship’ in the history of the Women’s Tennis Association. The press release has also called it Hologic’s first worldwide partnership.

Following the partnership, Hologic will become the net signage in all the WTA events. It will also become the virtual advertiser in WTA 1000 and WTA 500 tournaments. Apart from being the title sponsor, Hologic will also act as the health partner of the women’s professional circuit. Together, Hologic and Women’s Tennis Association have announced the coming up of Hologic WTA Labs. A WTA initiative with the primary aim to focus on health innovation and research-based projects, being specific to female athletes.

The historic deal for WTA

According to the press release, the historic association presents both organizations with the opportunity to work more rapidly and effectively for women. With the mission to champion women by keeping in mind the modernizing trend of respective industries of sports and healthcare. This joint venture will also help both organizations to work towards wellness and equality for women.

Emphasizing the visionary focus on the partnership between the two companies; Hologic Chairman, President, and CEO Steve MacMillan said, “Hologic and the WTA come together with a collective purpose as pioneering advocates for women,” 

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The partnership is not just limited to Women’s health development. It will also focus on the growth and empowerment of women players on the professional circuit. “From the start, we knew Hologic was the right partner,” said Micky Lawler, president of the Women’s Tennis Association. “Reflecting on the passion we both share for women’s equality around the world,” he further added.

Health and fitness are two of the most important factors that are directly responsible for a player’s optimum performance. Following the multiyear association deal, it is not just the top management who are looking forward to the partnership, but also the tour players. World No. 1 Ashleigh Barty expressed her views on the partnership saying, “As a professional athlete who relies on my health to perform at the highest level, I’m excited that Hologic has partnered with the WTA.”

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