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SBD/16/Sponsorships Advertising Marketing
FEMININE HYGIENE PRODUCT REJECTED AS SPONSOR BY WTA TOUR
Published February 16, 1995
"The financially strapped women's tennis tour, without a title sponsor for two years, rejected an offer Wednesday from Tampax to become the tour's worldwide sponsor," reports Julie Cart in this morning's L.A. TIMES. A letter from the WTA Executive Committee to the WTA Board of Directors said the decision to turn down the 3-year, $10M deal "was made, in part, because of the negative image associated with feminine hygiene products." According to the letter, more than 75% of "tennis insiders" polled on the deal thought it would be a "bad move" for the WTA Tour. Bruce Garren, spokesperson for Tambrands, Tampax's parent company, had no comment (L.A. TIMES, 2/16). WTA Tour CEO Anne Person Worcester: "We were flattered by their interest. But after a great deal of discussion and input from various members of the tennis community, the decision was made to discontinue discussions with Tampax." The tour is still considering IMG's 4-year, $16M offer to represent them in marketing and TV negotiations. Worcester: "We're very close to a final decision on IMG's offer." Tampax was brought to the tour by Advantage International. Advantage Senior VP of Marketing & Sales Harlan Stone: "We think they missed a chance for a break- through sponsorship that would have helped the players and the tour over time" (Doug Smith, USA TODAY, 2/16).