Hologic Makes Super Move As WTA Tour Title Sponsorship In ‘Historic’ Global Alliance
Thursday, March 3, 2022 at 02:33PM NYSJ Sports-Entertainment Business News Service
March 3, 2022: In what was called the” largest global sponsorship in WTA history,” the women’s pro tennis tour has signed a multi-year, multi-million dollar alliance naming Hologic as the global title sponsor and official health partner of the WTA Tour.
The pact is also the first worldwide sponsorship for Marborough, Mass-based Hologic, a medical technology company “primarily focused on improving women’s health.”
The deal, effective immediately, is the first global title sponsorship for the WTA since Sony Ericsson in 2010.
“From the start, we knew Hologic was the right partner,” WTA president Micky Lawler said via the organization. “As we embark on a new era of women breaking barriers and understanding how imperative our health is to reach our full potential, Hologic joins the WTA family at a pivotal time.
“Reflecting on the passion we both share for women’s equality around the world, I look forward to the meaningful change this partnership will spark for our athletes, sport, and fans.”
Hologic will be integrated into the WTA across all platforms, including net signage at all WTA tournaments and virtual advertising at WTA 1000 and 500 events.
As the official health partner of the WTA, Hologic becomes the founding partner of Hologic WTA Labs, a WTA initiative focused on health innovation and research-based projects specific to female athletes. Hologic and the WTA plan to announce more joint activities in the coming months.
The new alliance will emphasize the “importance of preventive care through the annual Well Woman medical visit.”
The partnership comes on the heels of Hologic launching its first direct-to-consumer multi-media campaign, which included a 30-second spot during Super Bowl LVI, “Her Health is Her Wealth," with Mary J. Blige.
The ad highlights how despite Ms. Blige’s busy life as a Grammy Award-winning and Academy Award-nominated artist, actress and producer — and as part of the Super Bowl LVI Pepsi Halftime Show — “she still makes time in her schedule for her annual Well-Woman visit.”
Hologic said its WtA sponsorship “also affirms the continued growth of women’s tennis and the strong brand values the WTA embodies.”
“Hologic and the WTA come together with a collective purpose as pioneering advocates for women,” Steve MacMillan, Hologic chairman, president and CEO said via the company. “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.”
According to MacMillian, the values expressed through its marketing campaign with Blige also support its new WTA Tour alliances.
"As a leader in women's health, we are keenly aware of the obstacles facing women across the nation when it comes to making their health a priority — during the pandemic and beyond," said MacMillan.
"We wanted to remind them that no matter how many responsibilities they navigate each day, nothing is more important than finding time to prioritize their health.”
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