World No.1 Ashleigh Barty has praised a new title sponsorship deal between the Women’s Tennis Association and medical technology company Hologic.
Hologic, which focuses primarily on improving women’s health and wellbeing, has been announced as the global title sponsor of the WTA Tour. It is the largest global sponsorship in WTA history and Hologic’s first worldwide sponsorship.
The multi-year alliance will see Hologic integrated into the WTA across all platforms, including net signage at all WTA tournaments and virtual advertising at WTA 1000 and 500 events.
Barty, a three-time Grand Slam winner, has praised the new partnership.
“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,” she said. “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."
The precise terms of the deal have not been revealed, but WTA President Micky Lawler told The New York Times that it was significantly larger than the Tour’s previous title sponsorship, which ended in 2010.
This comes at a very, very good time,” said Lawler. “For us it’s the most important sponsorship of the WTA’s history and probably the biggest in women’s sports.”
Hologic focuses on state-of-the-art preventive care, reducing disparities in healthcare access and education, and unique research that helps countries worldwide better prioritise women’s health.
“Hologic and the WTA come together with a collective purpose as pioneering advocates for women,” said Hologic President Steve MacMillan. “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.”
Growing up in a household where soccer was king, my earliest memories are filled with chants from packed stadiums and the rhythm of a ball being passed across neighborhood streets. But somewhere along the way, the quiet elegance and raw emotion of tennis pulled me in. What began as a curiosity became a lifelong passion; not just for the sport itself, but for the stories it tells: of grit, of heartbreak, of improbable comebacks and human resilience.
As a tennis writer, I bring the observational lens of someone who didn’t grow up in the sport, but fell in love with it as an outsider; a perspective that lets me see both its technical beauty and its emotional depth. Over the years working with TennisUpToDate, I’ve had the privilege of reaching more than 3.5 million readers worldwide, with one of my features ranking among the site’s top three articles.
With a background in storytelling and a creative mind always searching for meaning beyond the scoreboard, I aim to craft narratives that go deeper than results and rankings. Whether it’s a rising star breaking through or a veteran fighting off Father Time, I try to capture the heartbeat behind the headlines.
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