WTA Tour Bringing on Xerox


(from Sports Business Journal, February 4, 2013) The sponsorship agreement between the WTA Tour and Xerox will be a 3-year, multimillion dollar deal. This is the tour’s most significant sponsorship since the Sony Ericsson agreement back in 2004. Originally, the WTA Tour was hoping for Xerox to become their biggest sponsor agreement, but unfortunately this did not happen. WTA is currently looking for a lead sponsorship, since Xerox could not be able to support the tour due to financial obligations. The Chief Executive of WTA, Stacey Allaster, says that they are in great financial state from the past season due to their sponsorship with Sony Ericsson. That sponsorship lasted for 8 years and just ended this December. It was originally announced as a 6 year agreement and an $88 million deal, which was the largest sponsorship at the time in pro tennis and women’s sports.

Allaster is thrilled to be working with Xerox, who is originally known as a copy company. However, more than half of their revenue is from them being a business services company as well. In addition to Xerox being their sponsor, they are also in charge of performing audits, assessing business processes, and their information technology on the WTA and the tournaments that follow. Xerox will have branding on the courts of these events.

The WTA is expanding beyond the United States for their events, with tournaments in Europe, Canada, Brazil and Mexico as well. Their final tournament is set to be played in Turkey for the season championship. The WTA hosts numerous other events, which Xerox is considering being a part of, if this year goes well for them. Xerox is not known as a major sponsor in sports, although they do hold sponsorships with the U.S. Open Tennis Championships, New York Mets, and the Buffalo Bills. Xerox hopes that by being a sponsor of the WTA that they can be conveyed as a global company, as well as fitting the needs of those locally.