The multi-million dollar deal will see the leading airport retailer enjoy a series of unique benefits designed to align the company with many of the WTA’s premium assets. These include a new Dubai Duty Free Player Ambassador Program supported by star WTA players and a ‘Dubai Duty Free Full of Surprises Travel Show’ - a short form-travel series which will be aired on TV and online and hosted by and feature WTA stars. Benefits will also include sponsorship of the WTA’s year-end world No.1 singles and doubles awards and presenting sponsorship of the WTA’s pre-Wimbledon party.
Dubai Duty Free has been a WTA sponsor since 2004 and is the owner, organiser and title sponsor of the Dubai Duty Free Tennis Championships – the first event in the Middle East to award equal prize money. Over the past 18 months, the WTA has secured US$160 million in revenues through the signing of major new sponsors in Europe (Oriflame) and Asia-Pacific (Peak and Jetstar), as well as the signing of BNP Paribas and its Turkish partner TEB as co-title sponsors of the year-end Championships in Istanbul.
“Dubai Duty Free has been a loyal partner to the WTA for many years and I am thrilled that the world’s leading duty free retailer and the No.1 global sport for women will continue our successful partnership,” Stacey Allaster, chairman and CEO of the WTA, said. “A supporter of equal prize money and a true visionary for the sport in the Middle East and beyond, Dubai Duty Free has been a long-standing leader in growing women’s tennis around the world.”
Colm McLoughlin, executive vice-chairman of Dubai Duty Free, added: “We have enjoyed a long and fruitful relationship with the WTA over the years, and our sponsorship of the women’s tour has evolved well since 2004. Our new agreement provides Dubai Duty Free with an even wider global reach, through the TV and online aspects, while also bringing our brand closer to the players through initiatives such as the Brand Ambassador programme and the Awards scheme. We are looking forward to rolling out our plans in the coming weeks.”
