WTA seeks to inspire with new sponsor Moroccanoil
The WTA, the organiser of the top women’s tennis tour, today unveiled Moroccanoil, a leading beauty brand as a new global partner.
Moroccanoil will serve as the official hair care sponsor of the WTA, and the partnership is being launched with a series of videos featuring the philanthropic work of various players.
These will be highlighted on the brand’s ‘Inspired by Women’ platform and through the digital short-film series ‘Inspired’.
The first video focuses on US star Madison Keys’ collaboration with FearlesslyGiRL, an anti-bullying organisation which encourages a kinder and more supportive environment among young girls.
In a statement, WTA president Micky Lawler said: “We are so very happy to announce this perfect match between Moroccanoil and the WTA. There is a remarkable life story behind each of the WTA’s extraordinary athletes that cannot be told in match wins or record titles. The INSPIRED series is a creative and positive platform for both Moroccanoil and the WTA to share how our champions channel their passion off-court into making a difference and blazing new trails.”
The film with Keys (pictured) can be viewed here
Moroccanoil joins the list of WTA global partners led by Dubai Duty Free, iQiyi, Porsche and SAP.
The WTA has long been targeting a lead global partner, and Lawler said at the end of last season that it was hopeful of closing an agreement soon.
However, the 2019 campaign has started without a standalone main sponsor in place.
The tour has been without a main partner since Sony Ericsson, the former joint venture consumer electronics giant, decided not to renew its deal at the end of the 2012 season.
Pressed on the matter at the WTA Finals in Singapore in October, Lawler said: “We have been working very hard in this regard and we hope it happens. It’s never a done deal until it is a done deal.”
Explaining the hurdles involved, she added: “It’s never easy because the tennis space has a lot of sponsors and a lot of partners so you need to work through every single tournament and every single player, and [decide] will it work out, because it’s a massive investment.
“We hope that we get to the point of a decision soon and, if the decision is positive, to channel the partnership to continue to invest in the sport… integrating every dot of the business so that the amplification is maximised, but even more importantly the health of the athletes [in terms of the demands on them].”