While everyone is enjoying the highs and lows of Wimbledon, it is worth remembering the business behind the sport…
It is a well-known fact that the sports industry is dominated by males. However, there are several powerful female figures operating at the top. One of these is Stacey Allaster; CEO of WTA (Women’s Tennis Association), recently named by Forbes magazine as one of the “Most Powerful Women in Sports”. She certainly didn’t disappoint those present at this mornings’ business breakfast, hosted by the Women’s Executive Network at Dublin’s Convention Centre.
It may surprise some people that WTA operate with a marketing budget of $1.5m. Through leveraging close relationships with their partners they strive to make maximum impact with minimal cost. Social media is used as an inexpensive promotional tool for women’s tennis. In essence, it’s all about creating inexpensive content. For example, Sony Ericsson, the WTA’s primary sponsor, has created “Xperia Hot Shots”; a web-based reality show documenting the progress of six up-and-coming female tennis players through the WTA tour, on and off court. The video series is highly interactive, and the new “Xperia” smart phone features heavily.Individual players also employ social media techniques. For example, Maria Sharapova has 4.8 million Facebook friends, and constantly engages with her audience, whilst promoting her loyalty to her sponsors.
You can look at Sharapova's Facebook here!
Below is the WTA’S most recent effort “Strong is Beautiful” campaign; an emotive and captivating series of videos featuring well known-household names…
Aislinn
