The WTA Tour has hired a director of TV and a managing director of Europe, both newly created positions.
Six months on the job as chief executive, Larry Scott is revamping an organization that has endured three CEO changes in less than three years. And since Scott assumed his post, the director of communications and chief legal officer resigned.
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The new TV chief is Anne Hartman, who previously worked with ESPN and Fox, while the managing director of Europe is Bjorn Alven, formerly director of marketing for Tretorn, a Swedish tennis ball and sneaker company.
In explaining Alven's post, Scott said he wanted the tour to have more of a management presence in Europe.
A former player and top executive at the ATP, Scott has worked diligently to get to know the players, something the past two CEOs were criticized for not doing enough. He has enlisted the players to take part in media roundtables before tournaments and accompany him on visits to prospective sponsors.
He said Serena Williams, the day after she won Wimbledon last July, went with him to meet executives at a company that was considering a tour sponsorship.
While not divulging names, Scott said the tour recently signed two regional sponsors outside of the United States.
Scott also hired a vice president of finance, Ron McQuate, formerly of Anschutz Entertainment Group.
