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SBD Global/February 4, 2013/Marketing and Sponsorship
WTA Signs Three-Year, Multimillion-Dollar Sponsorship Deal With Xerox
Published February 4, 2013
PLANNING AHEAD: WTA CEO Stacey Allaster said that the circuit is in fine financial shape because of revenue from the season-ending championship event, a new int'l TV package, and reserves accumulated during Sony Ericsson’s run as title sponsor and then lead backer. Allaster: “The board had the foresight many years ago that we might not have Sony Ericsson, and today we have diversified revenues.” Allaster said the WTA is happy to work with an int'l brand like Xerox, calling it a very significant deal. While Xerox is known to many as a copy company, more than half of its revenue derives from business services. As part of the new sponsorship, Xerox will perform audits on the WTA and the 19 tournaments that initially will take part in the sponsorship, assessing their business processes and informational technology systems. At those events, Xerox will have on-court branding, though not net signage as Sony Ericsson had. The WTA has made a big push into Asia, though none of the 19 events affected by the deal are in that region. The WTA and Xerox will assess after this year if the sponsorship can expand to any of the WTA’s other 35 events. Xerox, with $22B in revenue, is not a major sponsor in sports (SPORTSBUSINESS JOURNAL, 2/4 issue).