WTA launches new digital media division, set to revamp platforms

The Women’s Tennis Association has launched a new digital media and marketing division that is set to revamp its media channels.

WTA Networks will rework the WTA’s owned and controlled channels, wtatennis.com and branded social channels.

The WTA’s new digital and social content platform will feature an enhanced user experience and will launch on January 1 at wtatennis.com and as a mobile application for Apple and Android devices.

The venture will utilise digital storytelling to serve as a hub for tennis news and on- and off-court content, providing behind-the-scenes access to the world’s leading players.

The WTA has teamed up with The Social Channel, a digital marketing, sales and content development company, on the venture.

“Our aim is to revolutionise the way women's tennis is consumed, distributed and monetised and, through this relationship with the WTA, we are sure we will do just that,” Mike McGraw, co-chief executive of The Social Channel, said.

“Our deep understanding of the content that builds audiences for major US networks and having worked with some of the biggest names in tennis, we know the sport, the business of tennis, the fans and how brands benefit from leveraging tennis.”

The WTA is also working with technology companies Ooyala, Microsoft, Greenfly and Domo to provide a seamless content experience across its various platforms.

A brand identity has been developed for the new digital and social division and features a logo that aligns with the WTA’s existing brand. The venture has also been given a tagline of ‘The Pulse of Women’s Tennis’.