How One Sports Organization Aces Fan Engagement

By Christine DeNering, program manager, Global Experiential Marketing

The Women’s Tennis Association (WTA) is the global leader in women’s professional sport with more than 2,500 players representing 92 nations. In 2013, close to 5.4 million people attended 54 women’s tennis events and four Grand Slams in 33 countries, with millions more watching on television and digital channels around the world. With so much going on, how does the WTA consistently engage tennis fans and grow its following? We asked WTA Chairman and CEO Stacey Allaster.

Xerox: Since there are so many tournaments each year, what are the keys to keeping the audience engaged when there are so many distractions? What are some creative ways that the WTA is marketing to fans this year?

WTA Chairman and CEO Stacey Allaster

Stacey: The BNP Paribas WTA Finals Singapore presented by SC Global is the season-end finale and pinnacle event of the WTA calendar; the culmination of a season-long journey. It’s the first time the event will be hosted in an Asia-Pacific city. In order to bring fans closer to the action, we launched the Road to Singapore campaign, which is intended to keep fans engaged with the WTA from the start of the tennis season in January, all the way to our champion-crowning tournament in Singapore. The narrative allows fans to attend local tournaments – whether it’s in person or virtually – in much the same way viewers would attend a reality television series taping. Fans can follow #WTAFinals on social media channels, as well as through the newly created with enhanced editorial coverage across all platforms.

Together with Xerox, we also launched a 10-episode video series, Road to Singapore: The Series, presented by Xerox. Each episode goes behind the scenes of the WTA season and covers everything from the day-to-day grind and life on the road, to the city of Singapore, tournament trophies, and much more. A new video has been released weekly for 10 straight weeks, with the final episode available on October 28.

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You can find all the episodes in the video series here. We are proud to once again bring tennis fans a unique peek at all the WTA action. Last year’s 40 LOVE Story video series, which covered 10 WTA milestones, had a combined total of 2.1 million views. You can also catch the replay of Monday’s WTA Live All Access Hour from Singapore presented by Xerox on YouTube, which included three #AAHfancast Vine questions and a special fan-to-player video chat.

Xerox is the Official Document Technology & Management and Business Services Supplier and Partner of the WTA and the BNP Paribas WTA Finals Singapore presented by SC Global.


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