Sony Ericsson President Miles Flint (l) With WTA CEO Larry Scott

The WTA Tour has inked a six-year, $88M title deal with Sony Ericsson, which could be the largest sponsorship in the history of tennis and in women’s professional sports. Since Sanex dropped its entitlement of the WTA in ’03, the Tour signed a host of regional partners, but Sony Ericsson’s global deal makes the company the eighth title sponsor in the organization’s history. Sony Ericsson is already exploring technological synergies with women’s tennis to leverage the association, as spectators may soon be able to “communicate with officials and players using wireless technology, or even express themselves on digital billboards around events.”

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