The Women’s Tennis Association (WTA) has announced a partnership with athlete marketing platform Opendorse.
The agreement will license the Opendorse platform through 2018, with the opportunity to extend and expand the deal in 2019.
The organising body for elite women’s tennis will be provided with its own platform access and roster.
Whilst Opendorse will work alongside the WTA's digital and social content division, WTA Networks, to manage the exchange of assets.
The partnership aims to produce video and photo content from tournament matches, news statistics, player interviews and behind-the-scenes moments of the tour. The WTA will then use Opendorse to share the tailored content to athletes and associated social accounts.
"WTA athletes are the stars of their sport, creating impactful content with everything they do," said Blake Lawrence, chief executive of Opendorse. "We're thrilled to help the WTA put these moments back in the players' hands. By empowering their athletes with premium content, the WTA will help them build their personal brands and engage new fans with an athlete-driven social experience."
"The WTA is a strong and committed voice in amplifying the talent and journey of women's tennis, but part of that story should be told by the athletes," added Heather Bowler, senior vice president of marketing and communications for the WTA. "Opendorse is a convenient tool for our athletes in which they can do that. The platform allows us to share rich content, which athletes can then share directly with fans in their own voice."