The Women’s Tennis Association (WTA) has announced a multi-year global sponsorship agreement with German software corporation SAP.
In the first phase of the agreement the WTA will utilise SAP’s technology to help players better analyse their on-court performance, before looking at ways of improving services for fans and the media.
An additional aspect of the partnership sees SAP become a sponsor of the WTA Championships, the tour’s season finale which takes place in Istanbul for a final time this year before moving to Singapore in 2014.
According to a WTA statement released on Monday, the collaboration will ‘transform the sport’ of women’s tennis.
"Through our cooperation with SAP, we aim to provide revolutionary analysis for our fans, players, coaches and media," WTA chairman and chief executive Stacey Allaster said. "We are thrilled to be teaming with a global, innovative leader like SAP as international companies continue investing in women's tennis."
SAP already has a history in tennis. The company is currently the mobile app provider to the Sony Open in Miami, counts Andy Roddick and Milos Raonic among its ambassadors, and title sponsored the SAP Open in California for nine years until the event’s final edition this year.
SAP's Steve Peck added: "SAP has a longstanding commitment to the sport of tennis, and the WTA provides an excellent platform for SAP to demonstrate this on a global scale.
“Our technology is transforming sports and entertainment around the world and we look forward to working with the WTA to help players and coaches to perform at a higher level and engage fans like never before."