4 - FIFA/CIES International University Network

SONY ERICSSON WTA TOUR
sPonsorshiP
When the initial contract was
signed in 2004, a few eyebrows
were raised. But Dubai Duty Free
was quick to identify the way
in which WTA players straddle
the worlds of sport, lifestyle
and digital media (the digital
component of the deal is explained
more fully on pp. 50-51).
An interesting example of how
the two partners have worked
together is ‘The Best of the Sony
Ericsson WTA 2010 Zagat Guide’
- a must-have handbook detailing
the best shopping and dining in
24 of the world’s top tournament
cities.
In the guide, popular welltravelled
athletes such as Serena
Williams, Maria Sharapova,
Venus Williams, Dinara Safina,
and Caroline Wozniacki offer
suggestions ranging from five-star
“Fans are
interested in
what the players
do when they are
away from the
tennis court...
That’s an added
social dimension
we are able to
tap into.”
Russia’s Maria Kirilenko - Getty Images Sport
restaurants in glamorous capitals
to boutique shops in such Tour
destinations as Miami, Dubai and
Doha. This guide is available both
in hard copy and digitally on
www.sonyericssonwtatour.com.
“Dubai Duty Free is known for
luxury and innovation,” says Dubai
Duty Free managing director Colm
McLoughlin says. “By partnering
with the Tour, we’ve been able to
continuously offer its stars and
tennis fans around the globe new
experiences.”
Dubai Duty Free’s satisfaction
with the partnership was
underlined in 2008 when it
extended the sponsorship to
2011 in a multi-million dollar
agreement. This deal, which
positioned Dubai Duty Free as
the WTA’s premier sponsor in
Asia-Pacific and the Middle East,
is another one with elements of
mutuality which go beyond
a simple financial transaction.
Aside from any revenues
generated, there’s a halo effect
that benefits the Tour and its
players, explains Stacey Allaster,
chairman and CEO of the Sony
Ericsson WTA.
“Dubai is one of the world’s
most exciting destinations, and by
partnering with Zagat and Dubai
Duty Free to create this Guide, we
are able to offer the stars of the Tour
a unique opportunity to get closer to
their fans by sharing their personal
experiences,” she says.
“It is because of Dubai Duty
Free’s belief and commitment to
women’s tennis that we can produce
such exciting products.”
Opportunities in Istanbul
Another interesting upshot of
the new partnership between the
WTA and Sony Ericsson is that it
frees up the rights to the Tour’s
prestigious end-of-season WTA
Championships - which until now
has been wrapped up as part of the
title sponsorship deal.
No decision has been made
on a partner yet, but WTA
marketing chief Andrew Walker
believes the event represents
another valuable way for leading
brands to buy into the WTA.
“From 2011 to 2013 the end of
season event is in Istanbul, which
is an exciting development both
for the WTA and for international
brands seeking to establish a
foothold in this fast-emerging
market,” he says.
SportBusiness International • No.160 • 09.10 53