Accenture and WTA Form Partnership to Enhance Women's Tennis

Accenture (NYSE: ACN) has entered into a multi-year partnership with the Women’s Tennis Association (WTA) aimed at advancing the player experience and shaping the future of women’s tennis. This collaboration will merge Accenture’s expertise in technology and artificial intelligence with the WTA’s focus on supporting athletes and modernizing its operations.

As the Official Business and Technology Consulting Partner of the WTA, Accenture will help update the organization’s digital ecosystem. This effort involves introducing cutting-edge technologies and data-driven insights to the WTA Tour Driven by Mercedes-Benz.

A primary objective of the partnership is to enhance the WTA Player Zone— the main digital platform for players—by making it a more seamless, intuitive, and data-centric hub. Advanced technologies, including AI, will be leveraged to streamline player interactions with the WTA’s digital resources, ensuring athletes can access essential information easily and concentrate on their performance.

The collaboration aims to modernize the infrastructure of women’s tennis, enhancing how the sport functions and grows on a global scale. By initially focusing on the athlete experience, the partnership lays the groundwork for ongoing innovation across the WTA Tour, which will attract new audiences and enrich live event experiences.

Mauro Macchi, CEO of Accenture in EMEA, noted that women's tennis is already a popular and commercially viable sport, and emphasized the partnership's goal of utilizing technology, data, and AI to enhance the athlete experience and promote growth in the sport worldwide.

The WTA manages a highly international tour with over 50 tournaments in 26 countries and territories, seeking to elevate its support for players through ideal performance stages, health and wellness initiatives, maternity benefits, and enhanced compensation. Accenture aims to bolster the WTA’s digital infrastructure and open new possibilities for players and fans through this partnership.

Marina Storti, CEO of WTA Ventures, expressed pride in the partnership with Accenture, highlighting its role in advancing support for athletes while enhancing their digital experience. This cooperation signifies not just a technological shift, but also a commitment to global growth in women's tennis.

The partnership will also encompass joint storytelling and content development to showcase the impact of this cooperation and the broader progress of women’s sports. This announcement follows Accenture’s expanding involvement in global sports, harnessing technology and AI to facilitate innovation and value creation.

The collaboration with Accenture aligns with the WTA's recent initiatives, including a long-term partnership with Mercedes-Benz and a significant increase in global fan engagement, alongside a rebranding effort and record prize money for women’s sports, awarded to Elena Rybakina at the 2025 WTA Finals Riyadh.