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).
