Under the four-year, multi-million dollar agreement, Dubai Duty Free will continue as the Tour's premier sponsor in the Asia-Pacific/Middle East region and establish a major digital media presence through the Tour, including participating in a new feature of the Tour website, tennis video on demand.
The VOD platform is a central element of the Tour’s new digital media strategy, also announced on Wednesday. DDF well be presenting sponsors of the VOD digital media platform located at www.sonyericssonwtatour.com, which will feature on-court match highlights, off-court player personality features and a host of additional new content geared to enhance fans' behind-the-scenes access to the players.
In addition to the VOD platform, other elements of the new Dubai Duty Free-Tour partnership include: (i) significantly expanded television news service through weekly match highlights, player interviews and off-court coverage, (ii) an “iconic” photo shoot to be conducted in Dubai with some of the world’s best women tennis players and placed in major fashion and lifestyle media, (iii) a first of its kind Zagat Survey® - Sony Ericsson WTA Tour tournament city restaurant and shopping guide (available in hard copy book and online versions) sponsored by Dubai Duty Free and featuring player’s favourite eating and shopping establishments as they travel the global circuit, and (iv) an online and broadcast advertising investment to support the Tour’s marketing efforts.
“Dubai Duty Free has been a longstanding and loyal supporter of women’s professional tennis, and I am thrilled that they will continue to help us grow our great sport and showcase our amazing athletes,” said Larry Scott, CEO of the Sony Ericsson WTA Tour.
“The new partnership includes a series of cutting edge initiatives that will increase the promotion of our players and attract new fans. The continued investment is also an indication of the marketing viability of the sport to global brands like Dubai Duty Free.”
