Accenture has signed a multi-year agreement with the Women’s Tennis Association (WTA) to become the tour’s official business and technology consulting partner, strengthening the organisation’s push towards a more data-driven and digitally connected future for women’s tennis.
The partnership sees Accenture work alongside the WTA to enhance the tour’s operational infrastructure and athlete experience through artificial intelligence, advanced analytics and digital innovation.
At the centre of the collaboration is the redevelopment of the WTA Player Zone, the organisation’s primary digital platform used by players throughout the season. The platform currently supports tournament entries, scheduling, travel logistics, rankings information, credentials, health services and communication across the global tour.
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.”
Marina Storti, CEO of WTA Ventures, the commercial arm of the WTA, added, “We are proud to partner with Accenture as we continue to grow the WTA as the stage where women’s tennis shines. This collaboration is about more than just technology; it’s about advancing how we support our athletes by delivering a connected and efficient digital experience – while continuing our journey to grow women’s tennis globally.”
Under the new partnership, the Player Zone will be transformed into a more personalised and intuitive platform powered by AI-driven tools and real-time data insights. The WTA believes the upgraded system will streamline day-to-day operations for players, helping reduce administrative demands and allowing athletes to focus more on performance and competition.
The agreement further highlights the commercial momentum behind women’s tennis, with global brands including Mercedes-Benz, Verizon, Rolex and PIF continuing to expand their investment in the sport.
