The Women’s Tennis Association (WTA), the principal organising body of women’s professional tennis, has developed a sponsorship deal with Gillette Venus, America’s top women’s shave brand.
As part of the deal, the brand has become an official global partner of the WTA. Along with this, it has also become the official razor of the WTA and the WTA Finals Riyadh sponsored by PIF.
The agreement with the WTA is Venus’ first collaboration with an international women’s sports organisation, building on support for the UEFA Women’s EURO 2022 and partnership with USA Swimming in the run-up to the Olympic and Paralympic Games Paris 2024. Venus has a long history of championing women and self-expression through the ‘My Skin. My Way’ campaign, as well as collaborating with female athletes to ensure they feel powerful both in competition and in everyday life.
WTA players Alycia Parks, Peyton Stearns, and Taylor Townsend recently became ambassadors for Venus and will be featured in the brand’s campaigns. The WTA and Venus will collaborate to host community tennis events, provide activations at WTA tournaments, and produce content that tells athletes’ stories of excellence and empowerment.
The association with Gillette Venus is the first to be revealed since the WTA’s strong new brand identity was unveiled last month, boosting the organisation’s status as a sports and entertainment industry leader. The WTA, which hosts some of the world’s most well-known and respected athletes, is gaining traction and connection from fans all over the world. During the 2024 season, on-site attendance at Hologic WTA Tour events increased by 15%, WTA social channel followers increased by 25%, and the total worldwide audience increased by 10% to a record 1.1 billion on television and streaming platforms.
Marina Storti, CEO of WTA Ventures, said, “We are delighted to welcome Gillette Venus as a WTA global partner and look forward to working together to champion women’s empowerment. As the home of many of the world’s greatest athletes, the WTA has the biggest global reach in women’s sport and, by working with partners like Venus, we can create valuable opportunities to deepen engagement with fans.”
Isabel Pimentel, Brand Vice President, Gillette Venus North America, said, “At Gillette Venus, we pride ourselves on helping women feel comfortable in their own skin by providing trusted shaving products designed with their bodies and hair in mind. We are thrilled to partner with the WTA to celebrate women both on and off the tennis court and hope to inspire the next generation of women in sport to do the same.”
