The WTA tour is planning a significant increase in televised matches as well as other changes, as described by WTA CEO Stacey Allaster just before the off-season began.
The governing body wants "all 2,000 main-draw singles matches on the WTA across our 54 tournaments" shown either on television or online within three years, Allaster said in a speech at the WTA Finals, which would be a large increase from its current offerings.
"We still have two thirds of our product not being seen by our fans," she said. "In 2012 we only broadcasted 250 of the 2000. In 2014 we have 450 on the world feed, and another 300 going to tennistv.com."
That is one of the bigger initiatives being launched by the WTA following a large period of research.
"We spent six months interviewing 5,000 fans. We talked to members, industry leaders, on what we could do better to grow. Investors, those that are not investing in tennis," said Allaster. "We have to give more to fans, give more to sponsors, to be able to get the prize money that they deserve. We need to create new assets."
That includes more fan-friendly activities during and before matches, including televising practices and allowing spectators to get involved. "So on the practice courts we're going to make it part of the show," said Allaster. "We're going to ask the athletes once a week after a practice session that they stay on court and they hit with kids. Get the racquet in the kids' hands. They want to play with the athletes. They don't just want an autograph anymore."
Other sponsor activities could include playing sessions with players and co-developing products. "It's way beyond signage and brand alignment. There has to be more for us to be competitive," said Allaster, who cited the data coaches will now be allowed to use for on-court coaching, as well as new mobile and social network programs.
There is also a new slogan for the WTA, "Power to inspire." An ad campaign based on it will be launched across various television networks.
The WTA is also looking at renaming its tournament levels, with Allaster admitting that the current usage of “Premier Mandatory,” “Premier 5,” and “Premier” are not self-explanatory.
Allaster also restated that the WTA is looking at introducing a new national team competition, based on a poll of potential sponsors and commercial partners, who were asked about what type of events they would like to see in tennis. "The market came back and said there was a 70 percent preference for the World Cup idea, a team event in one location. That it was annual," she said.
However, she added, more discussions were required to decide whether the idea was feasible. The proposal also follows a period of conflict between the WTA and the ITF about Fed Cup and requirements for Olympic eligibility, though it has been stated that any WTA team event would not be designed to replace Fed Cup.
One change that is not expected is to the WTA's official name, as the tour is not currently seeking a title sponsor.