Coco Gauff at the WTA Finals. (Courtesy: Rolex)
Rolex continues to grow its tennis empire, expanding its sponsorship with the Women’s Tennis Association at a time of growing popularity for women’s tennis, with WTA events attracting an annual televised audience of more than 1 billion.
Under this latest agreement, Rolex will become Official Timekeeper and Timepiece of the WTA Tour and will renew its support of the WTA Finals, which was won earlier this month by Rolex brand ambassador Coco Gauff.
The brand’s support for tennis has been swelling under Arnaud Boetsch, a former tennis pro and the current Director of Communication & Image for Rolex. In 2018 and 2019, Rolex acquired the rights to two Grand Slam tournaments, four decades after it first partnered with Wimbledon.
Rolex has also increased its roster of tennis players, including teenagers before their first major wins, Coronet reported. Rolex now sponsors more tennis players than any other sports.