Women’s Tennis Association names Accenture its Business and Technology Consulting Partner
The Women’s Tennis Association (WTA) has signed a multi-year partnership with Accenture. Key objectives of the collaboration include digitally transforming the player experience, upgrading operational capabilities, and unlocking new opportunities for players, fans and partners.
Announced in the United States, where the WTA is headquartered, the collaboration sees Accenture become an Official Business and Technology Consulting Partner of the tennis association. With more than 50 tournaments across 26 countries, the WTA is one of the most global tours in sport.
Through this partnership, Accenture will support the WTA in its mission to enhance the future of women’s tennis through technology and consulting expertise.
An initial focus will be the transformation of the WTA Player Zone – the central digital platform for athletes on the tour – into a seamless, data-driven, and intuitive hub. By applying advanced technologies, including AI, the collaboration aims to streamline players’ interactions with WTA digital platforms, improve access to critical information, and enable athletes to focus more fully on performance, while the platform operates efficiently in the background.
Following this phase, the partnership will expand to include further initiatives such as scaling operations, strengthening digital infrastructure, and unlocking new opportunities for players, fans, and partners.
In addition to technology transformation, the partnership will also include joint storytelling and content development to highlight the impact of the collaboration and the broader momentum behind women’s sport.
“We are proud to partner with Accenture as we continue to grow the WTA as the stage where women’s tennis shines,” said WTA Ventures CEO Marina Storti. “This collaboration is about more than technology; it’s about enhancing how we support our athletes by delivering a connected and efficient digital experience, while continuing our journey to grow women’s tennis globally.”
The WTA
The Women’s Tennis Association (WTA) was founded in 1973 by Billie Jean King to unify and professionalise women’s tennis and secure equal opportunities and prize money for female players. It has since grown into the global governing body of the women’s professional tour, organising the WTA Tour and rankings system.
Today, the WTA rankings include roughly 1,500 singles and doubles players who earn ranking points on tour.
The commercial arm of the WTA, WTA Ventures, was established in 2023 with the backing of private equity group CVC Capital Partners. It aims to further elevate the profile of women’s tennis, grow the sport, and improve the product for fans.
Commenting on the partnership, Mauro Macchi, CEO of Accenture in EMEA, said: “Women’s tennis is already one of the most popular and commercially successful sports globally and we believe its future will be shaped by what we build. This ethos is at the heart of our partnership with the WTA where we look forward to combining technology, data and AI to reinvent the athlete experience and help drive the continued growth of the game around the world.
