4 - FIFA/CIES International University Network

SONY ERICSSON WTA TOUR
china
OPPORTUNITY
“We’ve reached a
point where women’s
tennis in China
is out-performing
traditional favourites
like table tennis and
badminton.”
Chinese star Li Na - Getty Images Sport
times before by sports marketers - but doing
business in China requires a real commitment
to understanding the local culture and
delivering mutual benefits. There was never any
question of the WTA trying to impose a plan on
China. Instead, the key was developing a good
dialogue and relationship with the Chinese
Tennis Association - for which the Golden
Flowers take a lot of credit - and the Beijing
municipal authorities.”
Fortunately, the WTA has made some friends
in high places - notably Wang Qishan, the former
Mayor of Beijing who is now Vice Premier
of China with responsibility for financial and
economic affairs. An avid tennis fan, Wang
Qishan has been highly influential in the
development of the China Open - and is even
known to have played the odd set with WTA stars.
Clearly, such activities are useful in opening
doors. But there’s a much more serious side to
what the WTA is giving back to China, explains
Shoemaker: “The expansion of the China Open
means that Beijing’s fantastic Olympic tennis
facilities are being put to good use. There’s often
a problem making sure facilities are still put to
use after major events, but the expansion of the
China Open has created a legacy.”
So does Shoemaker think the WTA is on track
in terms of hitting its targets? “Before I went to
China I was warned by people to be patient and
have modest expectations in the
short-term,” he asserts.
“I can safely say we have
exceeded our targets by some
margin thanks to the work we have
done with our partners in China.”
So what would it take for the WTA to reach the
next level in terms of fan support and revenues?
“There are various things we’d like to do - such
as expanding our Festival programme across the
country and developing our relationship with
fans through digital platforms. I also expect our
relationship with Peak to make a difference at
retail. But the thing that would transform our
fortunes is if China could get a world number one
- though we don’t have control over that!”
SportBusiness International • No.160 • 09.10 49