Cover Update: Grand Slam '07

Cover Update: Grand Slam '07

Last year may be remembered as a historic year for the Sony Ericsson WTA Tour both on and off the court.

The most significant win was the battle for equal prize money for women at the French Open.

The second milestone was successful passage of a plan for a roadmap for the WTA through 2010. Chairman and CEO Larry Scott, 43, a former pro and Harvard graduate, has been working since 2003 to make the league healthier.

Among other changes, the season will end earlier and there will be fewer and bigger events. Prize money will jump 40% in 2009. The WTA is a not-for-profit membership organization.

"You're going to see a completely new look in 2009, which will unlock a lot of value based on market response," says Scott, who was COO of the men's tennis tour.

Other 2007 milestones include plans for a new tournament in China and plans to open an office in Beijing in May 2008, the same year it will host the Olympics.

"We will make sure the effort is world class," Scott says. "We are pursuing commercial opportunities in China. Women's tennis is very popular there."

The WTA also finalized plans to move the world championships from Madrid to Qatar in 2008.

The association lined up $84 million in fees for six events. The association has more than 1,100 players representing more than 70 nations competing in 65 tournaments played over 12 months in 35 countries, including Korea, Russia and Israel.

On the court, 2007 was a compelling year for fans, marked by the comeback of the Williams sisters to the winners' circles. Justine Henin became a true No. 1 player. Maria Sharapova, a Bradenton resident, ended on a high note.

The association is also working with a group of agencies to develop the WTA's first advertising campaign since 2003, elevating the celebrity status of its players, while also focusing on up-and-coming players.

It is also taking a significant step to improve its Web site, adding more video and off-court content for fans around the world. It will soon test live streaming video. The WTA will get a lot more involved with blogs and chats, making a bigger push to reach a younger demographic.

"We're having a great time," Scott says. "It's fun to be part of a winning team. There's so many exciting opportunities. The sport is on the cutting edge."

The key to 2007's success? A combination of great athletes, professional management, aggressive vision, a catalyst for changes and marketing savvy, Scott says. Tennis is one of the few global sports in the world and a leading one for women. The trends in globalization and technology open new revenue streams.

Perhaps the best news of 2007 for the WTA is that it will end the year with a surplus of several million dollars, a complete change from the red ink the association was in when Scott joined it in 2003. By 2008, the WTA should double its revenues and quintuple its sponsorship dollars compared to 2003.

-Dave Szymanski