WTA agrees to transformative Accenture deal
The Women’s Tennis Association (WTA) has signed a multi-year deal with global professional services and technology company Accenture to modernise its digital ecosystem.
Serving as the official business and technology consulting partner of the tennis organisation, Accenture will utilise artificial intelligence, data-driven insights, and advanced technologies to enhance the player experience and upgrade the sport’s digital infrastructure.
An initial priority of the collaboration will be the transformation of the WTA Player Zone, the central digital platform used by athletes on the tour, into a data-driven digital hub. The upgraded platform aims to streamline athletes’ interactions, improve access to critical information, and allow players to focus on performance.
Beyond the technological transformation, Accenture will support the WTA in scaling its global operations and engaging new audiences. This will feature joint storytelling and content development aimed at highlighting the broader momentum behind women’s sport.
The agreement continues a period of significant commercial expansion for the WTA, which recently secured a long-term partnership with automotive brand Mercedes-Benz, awarded record prize money payouts for players, and introduced a new brand identity.
Mauro Macchi, CEO of Accenture in EMEA, said, “Women’s tennis is already one of the most popular and commercially successful sports globally and we believe its future will be shaped by what we build. This ethos is at the heart of our partnership with the WTA where we look forward to combining technology, data and AI to reinvent the athlete experience and help drive the continued growth of the game around the world.”
Marina Storti, CEO of WTA Ventures, added, “We are proud to partner with Accenture as we continue to grow the WTA as the stage where women’s tennis shines. This collaboration is about more than just technology; it’s about advancing how we support our athletes by delivering a connected and efficient digital experience – while continuing our journey to grow women’s tennis globally.”
