4 - FIFA/CIES International University Network

SONY ERICSSON WTA TOUR
meDia
Later this year, the WTA is planning to launch
a Russian-language version of its website as
well. Given the strength of its Russian talent
pool (currently nine players in the top 40) and
the global appeal of Maria Sharapova, such a
decision has obvious logic to it.
Given the close allegiance between the
WTA and Sony Ericsson, the addition of a
mobile site also makes a lot of strategic sense.
Echoing the website, the new site will provide
fans with content options such as live scores,
weekly rankings, player profiles, rolling news,
video highlights, player features and wallpapers
and information on the Race to the WTA
Championships - Doha 2010. Other features in
the pipeline include recorded messages from
players, games, and animations of WTA stars.
Overarching maketing programme
As mentioned at the outset, the WTA’s
emphasis on linking digital content with brand
communications and objectives is one of its
strengths. So it’s no surprise to note that the
Sony Ericsson Xperia X10 mobile phone is being
used by players to create photo, video and text
content for SuperFans.
This in turn fits into the overarching
consumer marketing programme developed by
Sony and Sony Ericsson, says Lennard Hoornik,
Corporate Vice President and Global Head of
Marketing at Sony Ericsson: “For millions of
tennis fans around the world, SuperFans is a
service that delivers on our brand promise of
make.believe, which aims to build a fun, playful
and inclusive interaction with consumers.
SuperFans will bring audiences closer to tennis,
giving them a greater access to unique fan
experiences.”
In a similar vein, Dubai Duty Free sponsors
the WTA’s video-on-demand service as part of the
renewed partnership in 2008. It puts the airport
retailer at the heart of a service which features
on-court match highlights, off-court player
personality features and a host of new content
designed to enhance behind-the-scenes access
to players. In addition, benefits to Dubai Duty
Free included a link with the WTA’s expanded
television news service which brings the brand
to fans throughout the world through highlights,
interviews and off-court coverage.
The key to all of the above activities is
relevance, says the WTA’s Walker: “You need
valuable and relevant content which can’t be
sourced anywhere else,” he stresses.
“If you’re not adding value then you’re just
overloading people. But if you deliver unique
and compelling content then there is real
revenue-generating potential for the WTA
and its players.”
SportBusiness International • No.160 • 09.10 55