CEO Interview | As Tennis Fever Sweeps the Chinese Mainland, How Is the WTA Strategically Positioning and Empowering Its Women’s Tournaments?

10月 16, 2025

“Going to a tennis match” has become one of the hottest topics in Beijing and Shanghai this National Day holiday. Attending a tennis match has become one of the most popular topics in Beijing and Shanghai during this year’s National Day holiday. Luxe.CO experienced the surging “tennis fever” firsthand—at the China Open in Beijing and the Rolex Shanghai Masters in Shanghai.

Among them, women’s tennis tournaments have garnered more attention than ever before—not only because of renowned Chinese players such as Zheng Qinwen, Wang Xinyu, and Zhang Shuai, but also due to the rapidly growing popularity of several international players among Chinese tennis fans. For instance:

During the WTA tournament at the China Open, Italian player Jasmine Paolini was affectionately nicknamed “President Paolini” by Chinese fans; American player Coco Gauff was gifted a banner reading “Queen of Fruits” at the player party; and Jessica Pegula’s nickname “Da Fu” (meaning “Big Fortune”) was personally acknowledged by the player herself. These candid moments, captured on short videos, went viral online and garnered massive views and likes.

“There’s no other sport like it!” said Marina Storti, CEO of WTA Ventures, the commercial development and investment arm of the Women’s Tennis Association (WTA), in an exclusive interview with Luxe.CO. She emphasized the immense value of tennis for female athletes.

In 2025, the total prize money for WTA tournaments will increase by 13% to reach USD 249 million, bringing the commercial value of women’s professional tennis ever closer to that of men’s. The potential for further growth remains vast.

Speaking at the China Open, Marina Storti told Luxe.CO:

“China is one of the fastest-growing markets globally, with tremendous commercial potential. Our focus is on continuously expanding the tournament footprint, enhancing the sport’s visibility, and providing players with more opportunities for exposure and platform support, helping them fully unlock their commercial value.”

Luxe.CO has also observed four major shifts underway in the Chinese tennis ecosystem:

  1. A rising number of spectators, especially among younger demographics

  2. A deeper understanding of the sport

  3. Increased enthusiasm for star players

  4. More active sponsorship engagement from Chinese commercial brands

Note: In 2023, the WTA received a USD 150 million investment from private equity giant CVC Capital Partners, leading to the establishment of WTA Ventures. This division is dedicated to driving the commercial development of the WTA Tour and enhancing the global influence and commercial growth of women’s tennis.

1. Tennis Viewership Surges in China, WTA Adds Five New Tournaments

Founded in 1973, the WTA governs women’s professional tennis worldwide and advocates for equal competitive opportunities for female athletes.

In the Chinese Mainland, the WTA already covers four tiers of tournaments: WTA125, WTA250, WTA500, and WTA1000. These include top-tier events like the China Open and the Wuhan Open, both in the prestigious WTA1000 category.

This year, the WTA has further increased its investment in the Chinese market, adding five new WTA125-level tournaments in Changsha, Huzhou, Jingshan, Suzhou, and Jinan—underscoring the organization’s confidence and commitment to the region. These WTA tournaments also form a key part of the “China Swing” announced by the Tennis Administrative Center of the General Administration of Sport of China.

Data released by the China Open provides a vivid illustration of this year’s tennis fever in the Chinese Mainland:

  • On September 27, Zheng Qinwen’s return match attracted more than 45,000 spectators to the National Tennis Center in Beijing, setting a new record for the event.

  • As of October 2, the China Open box office revenue reached RMB 88 million [USD 12.1 million], a 10% increase compared to last year.

  • Total attendance during the event reached 360,000, up 20% year-on-year, with over 180,000 visitors coming from outside Beijing and nearly 10,000 international spectators.

Above: Zheng Qinwen competing in the 2025 China Open women’s singles

Today, the China Open stands as the highest-level, most lucrative, and most influential tennis tournament in Asia, attracting 13 Grand Slam champions this year.

WTA Ventures CEO Marina Storti reiterated to Luxe.CO:

“As one of the world’s fastest-growing markets, our top priority in China is to keep expanding the tournament footprint!”

She noted that since Zheng Qinwen won her Olympic gold medal, there has been a notable surge in coverage from Chinese media platforms. CCTV, China’s national broadcaster, also aired the WTA Finals, indicating growing mainstream and nationwide interest in the sport.

Marina Storti emphasized:

The Chinese market is highly proactive—it’s dynamic and rapidly developing. There’s no doubt: tennis is experiencing a viewership boom in China!

This year, we added five new WTA125 tournaments across China, signaling our efforts to deepen our presence at every level.

For example, WTA125 tournaments create more opportunities for players—meaning they don’t need a top global ranking to compete in WTA events in China. It also means fans get more chances to attend matches, engage with the sport up close, and walk away with truly inspiring experiences!”

2. How Can Female Tennis Players Build Their Personal Brands, and How Is the WTA Empowering Them?

In terms of viewership, women’s tennis presents a notably different dynamic compared to men’s tennis, which often centers around the pursuit of “dominant champions.” Women’s tournaments offer a more diverse and unpredictable landscape—an arena of many contenders and constant suspense.

Women’s tennis is not solely a battle of power. It features a wide array of playing styles and techniques, resulting in strategic, high-level matchups with unpredictable outcomes.

Among active players, Grand Slam titles are more evenly distributed. Aside from Iga Świątek with six titles and Aryna Sabalenka with three, players such as Coco Gauff, Naomi Osaka, and Elena Rybakina also hold major titles. This “Warring States” dynamic means that at every tournament, it’s difficult to predict a clear winner, with drama and anticipation lasting until the final moment.

Above: Coco Gauff wins the 2025 Wuhan Open women’s singles title

At the same time, young talent is continuing to rise within the WTA. The average age at which female players win their first major title is significantly younger than that of their male counterparts. For example, 16-year-old Mirra Andreeva reached the quarterfinals of the 2025 Australian Open.

Marina Storti described the value of tennis for female athletes by stating:

“There’s no other sport like it.”

Globally, tennis players rank among the highest-paid athletes. According to Forbes’ latest list of the world’s highest-paid female athletes, 11 of the top 20 were WTA players.

Recently, the WTA announced that the total prize money for its 2025 season will increase by 13% to USD 249 million, as it steadily progresses toward achieving prize money parity with the ATP (Association of Tennis Professionals).

At the same time, the WTA is making concrete efforts to support and empower its female athletes.

In March this year, the WTA partnered with Saudi Arabia’s Public Investment Fund (PIF) to launch the PIF WTA Maternity Care Program, which offers players up to 12 months of paid maternity leave. This marks the first time in women’s sports history that a comprehensive maternity benefit has been introduced for professional athletes—and the only program in women’s sports fully funded and supported by an external partner.

Luxe.CO: What unique qualities do female tennis players have? What advantages do they hold in terms of commercial value or self-expression?

Marina Storti: I believe one of the most defining traits of tennis today is its diversity. At the same time, the way fans engage is also evolving. Watching matches is no longer the only way fans interact—they now want to get closer to the players and understand their personalities.

I’ve noticed something interesting: fans of women’s sports tend to care more about the athletes’ lives off the court compared to fans of men’s sports. Data shows that 72% of fans of women’s sports want to know more about athletes beyond the game, while only 45% of fans of men’s sports feel the same. Moreover, the overall fanbase of women’s sports is significantly younger.

That’s why the real opportunity today lies in authenticity and storytelling. The WTA has an incredibly diverse player roster, and each player has her own fanbase in her home country. On social media, they also showcase their individual interests and personalities.

What makes the WTA truly unique is its ability to provide players with a platform to connect with fans on a deeper level. This wasn’t always possible in the past, but now, social media enables many more players to build their own fan communities.

Luxe.CO: How do WTA players view the Chinese market? Is it possible for them to unlock more commercial value here?

Marina Storti: The players are extremely excited about the new opportunities emerging in the Chinese market.

Chinese players are immensely popular. But we’re also thrilled to see that many international players have built substantial fanbases here as well.

For example, Coco Gauff has an official account on Chinese social media and actively engages with her fans. Both Aryna Sabalenka and Iga Świątek also enjoy strong support among Chinese fans.

Luxe.CO: What potential opportunities is the WTA providing for female players in the Chinese market?

Marina Storti: The Chinese market holds vast commercial potential. Our job is to continually elevate the visibility of the sport, create more exposure opportunities, and provide platforms that help players fully realize their commercial value.

We will continue to invest in social media channels and marketing strategies, and we are working closely with broadcasters and media platforms to ensure players are seen and celebrated.

In addition, creating content together with local Chinese partners is one of our key priorities. Bringing that content back to screens has been a major focus over the past few years, and going forward, we aim to offer brands more meaningful opportunities to participate.

Above: 2025 Wuhan Open women’s singles semifinalists — Aryna Sabalenka, Coco Gauff, Jessica Pegula, and Jasmine Paolini

3. “We Look Forward to Partnering with More Chinese Brands”

Marina Storti spent 21 years at media giant Sky, where she held several senior positions in strategy, sports rights, and business development, including serving as General Manager of the streaming platform Now TV.

Since taking the helm of the newly established WTA Ventures in 2023, media and brand partnerships have been one of her top priorities.

In China, WTA Ventures first partnered with Youku in 2024, and this year, Tencent and Migu were added as new media partners.

Currently, WTA Ventures is actively seeking to collaborate with more Chinese brands. Marina Storti stated:

“Whether partners are focused on the Chinese market or aiming for global expansion, we can offer the right platform.

Thanks to the prestige and premium image of tennis, along with the WTA’s legacy, we are an ideal global platform for Chinese brands seeking to expand internationally. We truly have global reach.”

Above: 2025 China Open

Luxe.CO: What progress has the WTA made in growing the tennis audience base in China?

Marina Storti: During my time in China, I’ve met with all our media partners, and their feedback has been overwhelmingly positive. Viewership numbers and user engagement with our content show very high levels of interaction. That’s a strong signal that we’re succeeding in attracting audiences across different age groups.

We’ve had an excellent start, we’re seeing significant growth, and we firmly believe the Chinese market has even greater potential ahead.

Luxe.CO: How is the WTA collaborating with commercial partners in China?

Marina Storti: At present, our initial focus in China has been on media partnerships, but we are completely open to more brand involvement. We’ve already had preliminary discussions with a number of brands, and we see many opportunities for deeper cooperation in the future.

We welcome brands to approach us, share their overall strategy, and explore how they can leverage our platforms to support their marketing and branding goals.

We offer a wide range of sponsorship categories. We have premium assets that warrant significant investment, such as title sponsorships for major tournaments, ideal for brands with strong budgets looking to make high-profile moves.

At the same time, we also offer other forms of collaboration. For example, digital partnerships provide brands with opportunities to showcase visual content and build brand narratives. These partnerships require smaller investments, making them more accessible and flexible.

We also have tiered sponsorship systems, including Gold and Platinum level partnerships.

Luxe.CO: What criteria does the WTA use when selecting partners?

Marina Storti: We are very open and flexible, where there’s no “one-size-fits-all” model.

We seek to partner with organizations that believe in the sport and are willing to prioritize tennis in their promotion and marketing efforts.

The key is passion and commitment. A genuine desire to work with us to promote the game.

Luxe.CO: How has your cross-industry background in media and sports shaped your leadership at WTA?

Marina Storti: My experience at Sky and Now TV has been incredibly helpful. It taught me how to build broad commercial opportunities and, more importantly, how to foster deep fan connections and loyalty.

When the opportunity to join the WTA came up, I was thrilled. The WTA has enormous potential, a rich history, and remarkable achievements, yet there is still vast room for growth.

4. Backed by CVC, WTA Sets Goal to Triple Commercial Revenue

Private equity giant CVC Capital Partners has an extensive investment portfolio in the global sports industry. In 2023, CVC supported the creation of the commercial division WTA Ventures for the WTA Tour and appointed Marina Storti as its first CEO.

In December 2024, WTA Ventures announced that in its first full year of operations, the Tour achieved 24% revenue growth, reaching a record high in commercial income.

In the 2024 season, on-site attendance rose by 15%, global social media followers increased by 25%, and broadcast coverage reached 1.1 billion households, setting a new milestone.

In February this year, the WTA unveiled a new logo and slogan.

Marina Storti explained that the simplified logo is more distinct and vibrant in color.

The new slogan, “Rally the World”, signifies that “The WTA is a platform where greatness is made. Where players can tell their stories, inspire others, drive change, and break boundaries.”

Luxe.CO: What kind of support and resources has CVC brought to the WTA?

Marina Storti: CVC’s support has been absolutely crucial. My appointment, the formation of our team, and the establishment of our board—all of it has been enabled by their backing.

Part of their investment has gone directly into WTA Ventures operations. We’re channeling it into several strategic areas, including rebranding, market expansion, the launch of a customer data platform, and the development of digital products. We’ve already launched a new website and are working on an app, with plans to roll out our own digital products in the future.

This investment has been vital for many of our commercial initiatives. More than just financial capital, CVC also brings deep expertise and a strong global network. Their two board representatives work closely with us.

CVC is not just a financial investor—they are a strategic partner.

Luxe.CO: Why did the WTA refresh its logo and slogan, and what has the response been?

Marina Storti: From the very beginning of WTA Ventures, we have treated brand identity as a strategic asset and a core pillar.

Through this brand refresh, we wanted to ensure that the WTA remains highly relevant, builds emotional connections with a wide audience, and inspires the next generation of fans.

It’s crucial to have a clear identity, to stand out in the marketplace, and to remain professional and modern.

The response to the rebrand has been extremely positive. Players have really connected with it. We’ve been thrilled to see each of them interpret what the brand means from their own perspective. For instance, Coco Gauff wanting to inspire the next generation, and Mirra Andreeva speaking about motivating an entire continent.

Athletes are at the heart of our brand, and this rebrand is deeply aligned with them. They understand that they now have a platform to tell their stories authentically and that their impact already extends far beyond tennis.

Luxe.CO: What goals have you set for WTA Ventures?

Marina Storti: Our goal is to triple the WTA’s commercial revenue by 2029.

We also want to make a profound impact in the market, elevate the visibility of our players, and establish the WTA brand as a true leader in the global sports and entertainment industry.

We’re building a sustainable growth model around women’s tennis. One that supports all members and players, truly creates opportunities, and enables them to grow professionally and thrive.

| Image Credit: WTA Official, WTA Website & Instagram, China Open Official Site, Wuhan Open Official Weibo
| Editor: Elisa