The first week of March saw medical technology group Hologic roll out a campaign unveiling its new title sponsorship of the WTA Tour which affirms the continued growth of women’s tennis and of Hologic and the sponsor and property’s strong brand values.
The WTA, which operates the professional women’s tennis circuit penned a global, multi-year partnership with Hologic – the company’s first ever worldwide sponsorship – which was described as the largest partnership in the WTA’s history and comes 12 years after the tour’s previous title sponsorship deal with Sony Ericsson came to an end.
The tie-up, according to the property and the company, is based on a shared vision of greater wellness and equality for women and will see the WTA and Hologic activate around their collective mission to champion women while modernizing their respective industries of healthcare and sports.
This is reflected in the sponsor’s first activation which was led by an unveiling hero video which dropped on 4 March and focused on messaging themed around championing women and health, a shared passion, and supporting women everywhere to live and play fully, freely and fiercely on and off the court.
The new partners are also emphasizing the importance of preventive care through the annual Well Woman medical visit (see ScreeningsForHer.com.)
As the partnership evolves, Hologic will provide significant support across the Tour and to all of its members and the company and its branding will be integrated into the WTA across all of the property’s platforms: including net, courtside and media backdrop signage at all WTA tournaments and virtual advertising at WTA 1000 and 500 events.
“Hologic and the WTA come together with a collective purpose as pioneering advocates for women,” said Hologic Chairman, President and CEO Steve MacMillan. “We are proud to stand with the WTA in its commitment to the highest integrity and values. Ultimately, our partnership allows us to jointly raise the profile of women even higher and to share the importance of early detection and treatment with women across the world.”
“From the start, we knew Hologic was the right partner,” said WTA President Micky Lawler. “As we embark on a new era of women breaking barriers and understanding how imperative our health is to reach our full potential, Hologic joins the WTA family at a pivotal time. Reflecting on the passion we both share for women’s equality around the world, I look forward to the meaningful change this partnership will spark for our athletes, sport, and fans.”
“As a professional athlete who relies on my health to perform at the highest level, I’m excited that Hologic has partnered with the WTA,” said WTA World No1 Ashleigh Barty. “Hologic’s initiative to invest in women’s tennis shows its commitment to women’s health and women’s sport. I look forward to playing on the Hologic WTA Tour and the impact this partnership will generate for women globally.”
WTA Tour President Micky Lawler added: “As we embark on a new era of women breaking barriers and understanding how imperative our health is to reach our full potential, Hologic joins the WTA family at a pivotal time. Reflecting on the passion we both share for women’s equality around the world, I look forward to the meaningful change this partnership will spark for our athletes, sport, and fans.”
Comment
The Hologic WTA Tour is an annual sporting series comprised of 50+ events and four Grand Slams spanning six continents and nearly 30 countries with a global audience of over 900 million.
The title deal follows on from the company’s role as the official health partner of the WTA which itself saw Hologic become the founding partner of Hologic WTA Labs: a WTA initiative focused on health innovation and research-based projects specific to female athletes.
As one of the world’s top medical technology innovators, Hologic focuses primarily on improving women’s health and wellbeing. That includes industry-leading products in every category of its business: diagnostics, imaging systems, and surgical devices. Hologic’s areas of emphasis include state-of-the-art preventive care, reducing disparities in healthcare access and education, and unique research that helps countries worldwide better prioritize women’s health.
The company also champions women through the Hologic Global Women’s Health Index, which provides a science-backed data roadmap for improving women’s well-being, and Project Health Equality, which elevates awareness, research insights and access to quality care for underserved women.
The WTA, founded by Billie Jean King in 1973 on the principle of equal opportunity, is a global leader in women’s professional sports and one of the world’s most recognizable and high-profile sports organizations with 1600 players representing approximately 87 nations.
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