Dubai Duty Free renews its multimillion-dollar sponsorship of the Women's Tennis Association.
Women's tennis a smash with Dubai Duty Free
Dubai Duty Free has extended its sponsorship of the Women's Tennis Association (WTA) in a multimillion-dollar deal spanning three years.
The airport retailer, which first partnered with the WTA in 2004, will continue as a sponsor of the women's tennis until the end of 2014.
The three-year deal marked a "multi-million dollar agreement", according to a joint statement issued today.
It will include a new initiative called the Dubai Duty Free Player Ambassador Program, which will be supported by key tennis players, according to the statement.
The sponsorship deal includes the naming rights for a series of short television episodes called the Dubai Duty Free Full of Surprises Travel Show, which will also be shown online.
"Our new agreement provides Dubai Duty Free with an even wider global reach, through the TV and online aspects," said Colm McLoughlin, executive vice chairman at Dubai Duty Free.
The deal also extends to the sponsorship of the WTA's year-end World No.1 singles and doubles awards, and its party held prior to the Wimbledon championship.
The airport retailer will remain title sponsor of the Dubai Duty Free Tennis Championships, which is due to be held in Dubai next month.
Dubai Duty Free's first sponsorship deal with the WTA commenced in 2004, and was renewed in 2007.
An executive at Dubai Duty Free confirmed that the agreement has now been renewed for a second time.