4 - FIFA/CIES International University Network

SONY ERICSSON WTA TOUR
stacey aLLaster
“The thing about
the WTA
is that we are a
team organisation.
The athletes are
the stars both on
and off the court.”
Doha - where it has been something of a
feather in the cap of the resolutely-focused
and determined Qatari sports authorities - to
Istanbul, the major city in another country
where sport is beginning to play an important
role as its economy develops.
“We have some important decisions to
take,” adds Allaster. “After 2013, should the
championships return to a more robust media
market or be used to break new ground?”
Whatever the outcome of this discussion,
one thing is for certain. The continued growth
of women’s tennis will be driven in part through
the channels of social media, making the
continuing relationship with Sony Ericsson
particularly pertinent and valuable to both sides.
“The focus is certainly on social media and
encouraging people to share video, pictures
and editorial content through Facebook and
YouTube,” Allaster explains.
“The Williams sisters and Maria Sharapova
already have around five million fans on
Facebook while users of the WTA’s own
Facebook offering have accelerated from just
5,000 to 250,000 very quickly.
“The packaging of the product in digital
mini-bites is a given and, of course, part of the
reason Sony Ericsson renewed was our existing
digital strategy. Just look at their products. We
are able to provide a great network or them!”
So when she reflects on the past 12 months
in women’s tennis, what have been Stacey
Allaster’s highlights?
“Having Kim Clijsters and Justine Henin back
on the tour and the emergence of players like
Victoria Azarenka and Caroline Wozniacki means
that we have had a very deep bench,” says Allaster.
“This is probably the best product we have
had in the history of the WTA. Our athletes have
stepped up to support the Tour and all know
their responsibilities and the role they can play
as individuals in the development and continued
success of women’s tennis.”
“Attendance is up at our events and there
is more sponsorship and prize money in the
sport than ever before. To have renewed our
relationship with Sony Ericsson and have signed
two new sponsors makes it a hat-trick.
“In fact, it has been a great year both on and
off the court.”
Focus on the future
But while she is happy to reflect on the last 12
months or so, as Chairman and CEO, Allaster’s
focus is naturally on the future: “Taking the 2011
Championships to Istanbul presents us with
a great opportunity to take our sport and our
athletes to a new territory and to engage with
new audiences.
“Much of my focus will be on the
development and exploitation of our digital
platform because that is a priority for growth.
“And, of course, we have to maintain and
build on the momentum we’ve established
in the last year and make sure prize money
continues to increase.”
As the Sony Ericsson WTA Tour and its
galaxy of stars prepare to battle for the China
Open title in Beijing, they are likely to be
focused on their game rather than their role
in making history.
But their Chairman and CEO remains
confident that the Tour is in better than good
shape and that this current crop of players really
does have the whole world in its hands.
SportBusiness International • No.160 • 09.10 45