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WTA RAISES THE BAR FOR TITLE SPONSOR: $25M OVER THREE YEARS
Published March 10, 1998
Title sponsorship of the WTA Tour is being offered for $25M over three years, which "may seem a bit pricey compared with" the three-year, $12M deal that departing sponsor Corel paid in rights fees, according to Terry Lefton of BRANDWEEK. Lefton: "But WTA rights broker, IMG, Cleveland, has repackaged the sponsorship in proportion with what it claims is a remarkable 11 billion impressions over a year's worth of TV broadcasts to more than 20 countries." The Tour has "increased in-game sponsor ID with the addition of sponsor- branded statistical and scoring updates, and an additional dedicated camera specifically designed to catch sponsor exposure vehicles. ... Also included is a grass roots program, the usual hospitality and tickets and the tour's close working relationship with its players." Virtual signage could also be added if the concept is "high" on a sponsor's list. Lefton adds the price is "likely to raise a few eyebrows." WTA Tour CEO Bart McGuire: "We have some really marketable athletes and I really feel ($25 million is) relatively inexpensive for a year-round property that is the most global of any women's sport" (BRANDWEEK, 3/9).