WTA Appoints Phar Insight

The Women’s Tennis Association has appointed PHAR Insight to undertake an analysis of the value the Lead Global Partner (LGP) sponosrship opportunity can deliver to brands. 

PHAR Insight will calculate the value of on-court branding at the WTA’s 54 events across 33 countries and the impact of access to the 2,500 players on the tour will have on brands. A new sponsorship measurement algorithm developed by PHAR Insight, in collaboration with Mediacom, will be applied to provide an assessment of overall value.

Commenting on the partnership, Steve Tseng, Chief Sales Officer at the WTA, said: ‘We have worked very hard to create a partnership which goes much further and deeper than year-round global media exposure alone, and provides brands with unique access and content to enable them to engage meaningfully and distinctively with consumers.  An analysis just of media value would never capture the extent and depth of the value that a brand can receive from this partnership.  And so we were extremely impressed that the tools which PHAR Insight has developed assess not just all the tangible benefits which is impressive in its own right, but also the strength of the opportunity’s strategic attributes. PHAR Insight’s analysis now enables us to have a much more strategic discussion with brands, by enabling us to demonstrate more comprehensively the value that the LGP opportunity can deliver.’
 
Alastair Macdonald, Director of PHAR Insight, commented: ‘It’s easy to get blinded by the sheer scale of the media exposure that the WTA schedule delivers for a brand, but this only tells one part of the story.  A large number of powerful strategic attributes makes the LGP opportunity one of the most interesting currently available in world sport.  Given brands’ increasingly strategic approach to sponsorship, and focus on understanding the value of their investments, it is essential that any analysis reflects the strategic value meaningfully.  Our new analysis tools and proprietary valuation algorithm take these strategic considerations into account, and are showing that the WTA’s LGP opportunity has the potential to deliver some of the strongest returns in the sponsorship industry.’