WASHINGTON, March 3, 2022 (by Michael Dickens)

The Women’s Tennis Association has announced its largest – and most lucrative – global title sponsorship in its history.

On Thursday, the WTA revealed it has agreed to a multi-year alliance with Hologic, an innovative medical technology company based in the United States with a passion for women’s health. It’s a landmark partnership that is not only the largest global sponsorship that WTA has ever undertaken – and its first title sponsor since Sony Ericsson in 2010 – it’s also Hologic’s first worldwide sponsorship. It “aims to achieve significant progress through a shared vision of greater wellness and equality for women.”

Championing women’s tennis.
Championing women’s health.
Championing women. Together. 🤝

Proudly announcing our new global title partner of the WTA Tour, @Hologic.#HOLOGICxWTATOUR pic.twitter.com/VBfqzzDRNV

— wta (@WTA) March 3, 2022

According to a press release, the groundbreaking partnership “allows both organizations to rally around their collective mission to champion women while modernizing their respective industries of healthcare and sports.”

“Hologic and the WTA come together with a collective purpose as pioneering advocates for women,” said Hologic Chairman, President and CEO Steve McMillan. “We are proud to stand with the WTA in its commitment to the highest integrity and values. Ultimately, our partnership allows us to jointly raise the profile of women even higher and to share the importance of early detection and treatment with women across the world.”

With Hologic’s sponsorship, it affirms a continued growth of women’s tennis worldwide and in the strong brand values which the WTA embodies. Although financial details were not disclosed, it is expected the deal will provide the WTA with a much-welcomed financial shot in the arm for the foreseeable future.

“From the start, we knew Hologic was the right partner,” WTA President Mickey Lawler said in a statement. “As we embark on a new era of women breaking barriers and understanding how imperative our health is to reach our full potential, Hologic joins the WTA family at a pivotal time. Reflecting on the passion we both share for women’s equality around the world, I look forward to the meaningful change this partnership will spark for our athletes, sport, and fans.”

Ashleigh Barty, currently ranked No. 1, said: “As a professional athlete who relies on my health to perform at the highest level, I’m excited that Hologic has partnered with the WTA. Hologic’s initiative to invest in women’s tennis shows its commitment to women’s health and women’s sport. I look forward to playing on the Hologic WTA Tour and the impact this partnership will generate for women globally.”

A groundbreaking partnership built on shared passion and purpose to champion every woman, every day, everywhere.@Hologic | #HOLOGICxWTATOUR pic.twitter.com/chvcRe973j

— wta (@WTA) March 3, 2022

Hologic’s name will be integrated into the WTA Tour across all platforms, including the very visible net signage at all WTA tournaments. This will begin with next week’s BNP Paribas Open in Indian Wells, Calif., a combined WTA/ATP 1000 event. There will be virtual advertising at WTA 1000 and 500 events, too.

Also, as the official health partner of the WTA, Hologic, which is headquartered in Marlborough, Mass., becomes the founding partner of Hologic WTA Labs, a WTA initiative “focused on health innovation and research-based projects specific to female athletes.”

Expect to see announcements for more joint Hologic and WTA activities in the coming months.