Hologic: WTA finally has a new title sponsor
The WTA Tour has finally found a new title sponsor: Hologic, a medical device and diagnostics company focused on women's health.
by Florian Goosmann
last edit:
Mar 06, 2022, 04:08 pm
WTA President Micky Lawler speaks of the "most important partnership in the history of the WTA, possibly the largest in women's sport".
As one of the world's leading medical technology innovators, Hologic has a primary focus on improving women's health and well-being. This includes industry-leading products in each of the company's categories: diagnostics, imaging systems and surgical devices. Hologic's areas of focus include cutting-edge preventive medicine, reducing inequalities in access to healthcare and education, and unique research that helps countries around the world prioritize women's health , according to a WTA press release .
Since the end of the cooperation with Sony Ericsson in 2010, the WTA had remained without a title sponsor. At that time, 88 million US dollars had been set for six years, but no one wanted to comment on the exact numbers with Hologic.
"Hologic and the WTA come together with a common purpose as pioneering advocates for women," said Steve MacMillan, chairman, president and CEO of Hologic. "We are proud to stand with the WTA in its commitment to the highest integrity and values. Ultimately, our partnership allows us to work together to further raise the profile of women and share the importance of early detection and treatment with women around the world split."
WTA reaction after Peng Shuai scandal convinces Hologic
A title sponsor could be more important for the WTA than it has been for a long time: in a courageous step, after the events surrounding Peng Shuai , the decision was made to suspend the tournaments in China . And that's exactly where the WTA had generated the lion's share of its income with around 30 percent.
Exactly this step of the WTA was obviously also decisive for a cooperation with Hologic.
"We have been watching very closely some of the bold and truly high integrity moves that the WTA has taken almost on its own," Lisa Hellmann, Hologic's senior vice president of global human resources and corporate communications, told the New York Times . "And that made us aware of both the potential need for title sponsorship and that we really want to support the stance they are taking despite the really negative impact on their business."
Hellmann continued: "It put their calendar at risk. It put a huge audience at risk, but they stood up for what they thought was right and stood up for their players and by extension, the voice of women around the world ."
Previous title sponsors of the WTA were Virginia Slims (a cigarette manufacturer, the first title sponsor after the WTA was founded in 1973), Kraft General Food, Corel, Sanex and Sony Ericsson.
Hologic will be integrated with the WTA across all platforms, including net signage at all WTA tournaments and virtual advertising at the WTA 1000 and 500 events. As the official health partner of the WTA, Hologic will be a founding partner of Hologic WTA Labs, a WTA initiative focused on health innovations and research-based projects specifically for female athletes.
Hologic and the WTA plan to announce additional joint activities in the coming months.