WTA to build player brands with Opendorse partnership

The Women’s Tennis Association (WTA) has linked up with athlete marketing platform Opendorse in an effort to boost the brand appeal of its players through content sharing on social media.

The new service agreement will licence Opendorse for the remainder of the 2018 calendar year, providing the WTA with its own platform access and roster. The WTA will have the ability to share unlimited posts with various WTA players.

Opendorse will work with WTA Networks, the digital and social content division of the WTA, to manage the exchange of assets. Content will include videos and photos from WTA event matches, as well as news, stats, player interviews and behind-the-scenes coverage from the WTA Tour.

The WTA will then be able to use Opendorse to share this tailored content with the featured athlete and any associated social accounts.

With this deal, Opendorse becomes the first centralised social media exchange platform to be used in women’s professional tennis. The WTA has the option to extend the partnership through to 2019 and also enhance its account access.

Heather Bowler, senior vice-president of marketing and communications for the WTA, said: “The WTA is a strong and committed voice in amplifying the talent and journey of women's tennis, but part of that story should be told by the athletes.

“Opendorse is a convenient tool for our athletes in which they can do that. The platform allows us to share rich content, which athletes can then share directly with fans in their own voice.”

Blake Lawrence, chief executive of Opendorse, added: “WTA athletes are the stars of their sport, creating impactful content with everything they do. We're thrilled to help the WTA put these moments back in the players' hands.

“By empowering their athletes with premium content, the WTA will help them build their personal brands and engage new fans with an athlete-driven social experience.”