As the crown jewel event of the Women’s Tennis Association (WTA), the BNP Paribas WTA Finals Singapore presented by SC Global is the most prestigious tournament on the women’s tennis circuit. As the winner of a competitive bidding process to promote, host and manage the tournament from 2014 to 2018, Lagardère Sports’ had one goal: turning the tournament into one of the world’s biggest sports, lifestyle and entertainment festivals. In collaboration with the government of Singapore, we created an unforgettable experience for players, officials, sponsors, the media and fans. In 2014, our pre-event “Road to Singapore” campaign created a tangible buzz across news and social media that dominated headlines. We secured over 25 official sponsors who connected with fans through myriad touch points both on-screen and in-stadium.

The inaugural WTA Finals’ television viewership figures hit a record high with more than 475 million homes from 177 countries tuning in to watch the matches, while 129,000 attended the 10-day festival of tennis. This attendance was the highest since 2000 at Madison Square Garden in New York. On social media, the WTA Finals engaged more than 60 million fans online throughout the course of the tournament. Sponsors enjoyed nearly 2,866 hours of brand exposure on live TV and achieved a total media value of over US$190 million.