The Women's Tennis Association
"has taken fan engagement to new levels" by launching the WTA Live Fan
Access, a video interaction program via a social media platform, this
season, according to Sun Xiaochen of CHINA DAILY. For tennis fans, interviews at courtside and press
conferences "have been far from enough to feed their growing curiosity
about players' lives while on professional tours, and now they will be
able to learn more through the interactive communication of social
media." With the new Live Fan Access, which was jointly presented by WTA and its sponsor Xerox,
tennis fans "will have the chance to get up close and personal" with
their favorite WTA players via behind-the-scenes video series
featuring the likes of Serena Williams, Maria Sharapova and Caroline Wozniacki from tournaments across the world. The service "will be available at eight tournaments including the BNP Paribas Open, Miami and the WTA pre-Wimbledon
party" throughout '15 to produce a series of videos from each
tournament and will feature live player interviews as well as the
chance for fans to connect with players by submitting questions via
social media. The series "builds on the success of 2014's WTA Live All Access Hour presented by Xerox and was launched at the BNP Paribas Open in March." Xerox CMO John Kennedy said, "The WTA, like many businesses, operates on a global scale while striving to deliver a personalized customer experience" (CHINA DAILY, 4/8).
