The Disarray of the WTA
Money problems, shifting venues and a costly dispute with China have left the tour looking for answers — and a financial lifeline.
By Cindy Shmerler
Oct. 29, 2022
As the women’s professional tennis season draws to a close this week, with the WTA Finals in Fort Worth, it’s fair to call this a Dickensian year — the best of times, the worst of times.
Rarely since the founding of the WTA Tour in 1973 has the women’s game experienced as much tumult as it did in 2022. There were enormous highs and shattering lows, much to be proud of and plenty to be concerned about.
“This was certainly a year filled with challenges in the women’s game. Not only did we lose an anchor when the established No. 1 retired, but doing business hasn’t been easy in this post-Covid world,” Pam Shriver, a former player who once ranked No. 3 in the world and served as the president of the WTA Tour Players’ Association, said, referring to the departure of Ashleigh Barty.
After two years of pandemic-related interruptions and protocols, the tour welcomed fans back unconditionally to arenas worldwide. Players once again signed giant tennis balls courtside and threw their sweaty wristbands into eager crowds. The enthusiasm at late-night matches in New York and Miami reminded athletes just how much they had missed that raucous interaction.
There was pomp and emotion when Serena Williams left the game after the United States Open. Williams, a transformative figure on and off the court, won 23 major championships over her 27-year career. She has already hinted at a possible comeback in 2023.
There were also tender moments, such as when Barty won the Australian Open in January and became the first Aussie, man or woman, to win the title since 1978. But then, about two months later, Barty abruptly announced her retirement, leaving the game momentarily rudderless.
Iga Swiatek proved to be a willing successor. The now-21-year-old won 37 consecutive matches from February through June, including at top-tier events at Indian Wells, Miami, Rome and the French Open. By the fall, she had added her second major of the year at the U.S. Open. Swiatek heads into the WTA Finals with eight titles on the season, the most since Serena Williams won 11 in 2013.
Swiatek was also outspoken. She was one of the first to speak out about mental health issues in the tennis world and against the war in Ukraine. She also donated prize money to organizations dedicated to both causes.
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Swiatek also showed her persnickety side this season, as she complained about the quality of the tennis balls used at various tournaments and about the scheduling at the end of the season, which she said was arduous. Swiatek even declined to represent her native Poland in the Billie Jean King Cup because, she said, it would be too difficult to travel to Glasgow a week after the WTA Finals in Texas.
Swiatek is returning to the year-end championships for the second time. Last year, she was eliminated before the semifinals. Also returning this year are Aryna Sabalenka, Maria Sakkari, a semifinalist last year, and Caroline Garcia, while the newcomers include Ons Jabeur, Jessica Pegula, Coco Gauff and Daria Kasatkina.
The most notable player left out of the event is Elena Rybakina, this year’s Wimbledon champion, who would have qualified if the WTA had awarded rankings points for that tournament. Both the WTA and its counterpart on the men’s side, the ATP, declined to do so when Wimbledon banned Russian and Belarusian players from competing this year.
The fact that the WTA Finals are being held in Texas, rather than in China, is yet another point of contention. The tournament was supposed to be played in Shenzhen, as it was in 2019, when China made a $500 million investment in women’s tennis, including $14 million in prize money for the year-end championships. The plan was for the tournament to be staged there every year until 2028.
But in 2020, the tournament was canceled because of the pandemic. Then, last December, Peng Shuai, a Chinese tennis star at the time, posted a social media message in which she accused a high-ranking Chinese government official of sexual assault. Steve Simon, the WTA chairman and chief executive, unable to meet with Peng and ensure her safety, announced the suspension of all women’s events in China.
It took Micky Lawler, the WTA president, months to secure an alternate venue for the Finals, which were temporarily moved to Guadalajara, Mexico, last year. This year, after much consideration, the WTA chose the 14,000-seat Dickies Arena in Fort Worth as the venue, less than two months before the tournament. All the costs, including fees and prize money for the eight singles competitors and eight doubles teams, are being absorbed by the WTA.
But the biggest issue in women’s tennis now is financial stability. Despite the WTA adding Hologic as a title sponsor earlier this year, the loss of revenue from China has forced the tour to operate at a deficit all season. Earlier this year, Saudi Arabia tried to step in and make an investment, similar to the one that it made in men’s golf in the form of the LIV tour, but it was rebuffed.
To rebuild its financial house, the WTA is set to announce that CVC Capital Partners, a private equity firm based in Luxembourg, is investing $150 million over the next five years to hold a 20 percent stake in the tour.
Simon, the WTA chairman and chief executive, declined to be interviewed about the deal, saying in an emailed statement, “The WTA can confirm we are in exclusive discussions with CVC Capital Partners regarding a strategic agreement, which would strengthen women’s tennis and support the ambitious growth of the tour.”
Much of that money would go toward equalizing prize money between the WTA and the ATP.
Wimbledon and the Australian, French and U.S. Opens offer equal prize money to men and women, as do major combined tournaments in Indian Wells and Miami. But in Rome, for example, even though the men and women play side by side, Novak Djokovic, the men’s champion last year, earned almost $900,000 while women’s winner Swiatek took home less than half that.
“In Miami, equality is a given,” said James Blake, a former player and the current tournament director for the Miami Open. “It’s goes back to Venus [Williams] when she fought for equal prize money at Wimbledon. We also have equal time for men and women on the show courts, equal practice courts, even equal locker rooms. I’m very proud of that.
“The men may be a bigger draw right now, but the women might be next year,” Blake added. “We need to all work together equally. A rising tide raises all of the ships.”
Simon has been the chief executive of the WTA Tour since 2015. Assuming that the deal with CVC goes through, Lawler, the WTA president, said that he would remain chairman of the WTA Tour and she would stay on as president. But CVC will add its own executive, another administrative position in an organization than can sometimes resemble a seven-layer cake. Since its inception in 1973, two women, Anne Person Worcester and Stacey Allaster, have served as chief executives of the WTA.
Lawler said the deal with CVC wasn’t all about prize money distribution.
“It is important that we invest in our own assets, such as content and broadcast production,” she said. “They drive the overall value of the sport for all of our stakeholders. As far as technology, we have seen innovation in areas such as ball and athlete tracking. If we add these data points to the data output from the umpire’s chair, we are able to produce deep match insights. Both our athletes and fans expect us to tell stories with every tool available.”
Even for the players, prize money is only part of the equation.
“We’re a group of individual athletes that has to be brought together to find commonality,” said Bethanie Mattek-Sands, a doubles specialist and a former member of the WTA Players’ Council. “Prize money is still a huge issue, since we all have to pay our bills. We have to reconfirm the way we distribute it.
“But just as important is how we elevate the brand and make the game sustainable for the future,” she said. “We are a very small share in the world of entertainment. We compete for airtime with the NFL, pickleball and cornhole.
“We shouldn’t be competing with each other.”
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