ST. PETERSBURG, FL, USA - The WTA announced Wednesday that Oriflame, one of Europe's leading beauty brands, has extended and expanded its sponsorship of women's tennis for two more years, through the end of 2014.
Under the new agreement, Oriflame's support of women's tennis will expand to a global partnership, and include significant digital and marketing rights along with player advertising rights and sponsorship of the crown-jewel season-ending WTA Championships. Oriflame will also become an official partner of the WTA's Tennis Festivals in China and continue as a partner of the WTA's annual Pre-Wimbledon Party. Additionally, Oriflame will continue to provide beauty and styling support around off-court player events throughout the year. The partnership commenced in 2011 when Oriflame became the WTA's official cosmetics partner for the Europe, Middle East and Asia regions.
"Oriflame has been a fantastic marketing partner for the WTA, and we are thrilled that they have expanded their sponsorship of women's tennis to a global level," WTA Chairman & CEO Stacey Allaster commented about the announcement. "There is a perfect brand fit between a leading beauty company like Oriflame and the world's leading female athletes of the WTA, and we look forward to continuing to partner with Oriflame to take the WTA to new heights."
"We are excited to continue our successful partnership with the WTA, an organization that, like us, focuses on providing women an opportunity to be successful, beautiful and confident, and a platform to pursue their dreams," said Michael Cervell, Senior VP Global Brand & Communications of Oriflame.
"Oriflame has been a really fantastic partner, helping to promote players in so many ways, and providing great beauty and styling expertise off the court," said Caroline Wozniacki, World No.8 and global charity ambassador for Oriflame.
Over the past two years, the partnership has played an important role in elevating the profile of women's tennis. Highlights of the partnership have included player advertising campaigns, the styling of players around WTA key events, and the building of a several hundred thousand strong social media community. Earlier this year, some of the best women's tennis players, including Victoria Azarenka, Wozniacki, Jelena Jankovic and Anastasia Pavlyuchenkova, participated in Oriflame's "Because Dreams Matter" campaign sharing their childhood dreams in English and their native tongue.
Today's announcement follows the WTA's renewal of the partnership with Dubai Duty Free in January, and new partnerships with Erke and California Products.