WTA Finals Event Analysis

This assignment analyzes the WTA Finals event held annually in Singapore. It examines the event's marketing strategy, revenue streams, and impact on both the country and the environment. The analysis also proposes recommendations for the event management to enhance its efficiency and minimize negative environmental consequences.

Running head: WTA FINALS 2018
WTA Finals 2018
Name of the Student
Name of the University
Author’s Note

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Executive Summary
This report analyses the key event components and sustainability of the WTA Finals Singapore
2018. It will identify the objective, stakeholders and venue of the event. SWOT analysis is
performed in the report to identify the environmental factors that might affect the event. It
concludes that there is scope to develop the transport facilities to provide better service to the
visitors. Moreover, their marketing strategy and revenue streams are beneficial for the event.
However, there is scope to develop their stakeholder selection to get greater profit from the
event. The later part of the report identifies the impacts of the event, which reflects potential
benefits from the event except the environmental factor. The final part of the report makes
recommendation to improve the situation for future run of the event.

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Contents
Executive Summary.........................................................................................................................0
Introduction......................................................................................................................................4
Objectives.....................................................................................................................................4
Event concept...............................................................................................................................4
Key Stakeholders.........................................................................................................................4
Venue...........................................................................................................................................4
Program........................................................................................................................................4
Environmental Scan.........................................................................................................................7
Strengths.......................................................................................................................................7
Weaknesses..................................................................................................................................7
Opportunity..................................................................................................................................7
Threats..........................................................................................................................................7
Marketing and Sales........................................................................................................................8
Target Audience...........................................................................................................................8
Marketing Channels.....................................................................................................................8
Revenue Stream...........................................................................................................................9
Impact............................................................................................................................................11
Economic...................................................................................................................................11
Environmental............................................................................................................................11
Social-Cultural Impact...............................................................................................................12
Political......................................................................................................................................12
Recommendation and Conclusion.................................................................................................12

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Reference.......................................................................................................................................14

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Introduction
WTA Final is the concluding event of a chain of tournaments that is played around the
globe in 32 countries. The competitors have to secure ranking points in over 55 tournaments and
4 grand slams. Top eight single players and doubles will be selected from the Prosche race to
Singapore where the final will be held. The event was started by Billie Jean King in 1973. He is
the founder of Women’s Tennis Association that united all the women’s professional tennis in
one tour (WTA Tennis, 2017).
Objectives
The objective of the event as pointed out by the founder Billie Jean King was to unite the
women’s professional tennis in one single tour.
Event concept
The concept of the event is to bring together the international women tennis professional,
scale them under single criteria, and determine the best player in the world.
Key Stakeholders
The major financial stakeholders are the partners like BNP Global, SC Global, and
marina Bay. Some of the other important financial stakeholders are Canon, Changi, Lorenzo,
OCBC bank, Porche and some other. Non-financial stakeholders are the players, audience and
citizens of Singapore.
Venue
The venue selected for the event is Singapore Indoor Stadium located in Singapore. The
Stadium has a hard surface with an audience capacity of 10,000.
Program
The major programs in the event are the final tennis matches.

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Date Session Day/Night Start of Session
Monday
22nd October
1 Night 4.00pm – Singles
NB 7pm – Singles
Tuesday
23rd October
2 Night 7pm – Singles
FB – Singles
Wednesday
24th October
3 Night 7.00pm – Singles
FB – Singles
Thursday
25th October
4 Night 7.pm – Singles
FB – Singles
Friday
26th October
5 Day 1.30pm – Doubles
NB 4.00pm – Singles
6 Night 7.00pm – Singles
FB – Doubles
Saturday
27th October
7 Day 1.00pm – Doubles
NB 4.00pm – Singles
8 Night 7.00pm – Doubles
FB - Singles
Sunday
28th October
9 Day 1.00pm – Singles Semi Final
4.00pm – Doubles Semi Final
10 Day 1.00pm – Doubles Semi Final
4.00pm – Singles Semi Final
Monday
29th October
11 Night 3.00pm – Doubles Final
6.30 – Singles Final
Source: Author’s Creation

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Apart from that, the opening and draw ceremony will be held in the decided venue.
Moreover, the other programs that will be conducted are player practice session and tennis coach
conference for meeting the tennis queens and gain tennis insights. A fan session is also
incorporated to enable the fans to meet and greet their favorite players.
Source: (Opening Ceremony Magic, 2017)
Source: (womenstennisblog.com, 2017)
Environmental Scan
The environmental scanning is the process of identifying the external threats and
opportunities of the event and relating the strengths and weaknesses. This will in turn help the

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organization formulate plan for avoiding the threats. SWOT analysis is utilized in this case for
identifying the above (Masterman, 2014).
Strengths
 The primary identifiable strength of the event is to attract the international audience that
will ensure the success of the event.
 Singapore indoor stadium has the capacity to accommodate over 10,000 audiences.
Weaknesses
 The city transport system will face a tremendous rush.
 The pollution level will considerably increase during the event.
Opportunity
 Singapore will encounter an opportunity to earn a huge amount of foreign currency
during the game.
 The travel and tourism businesses will have the opportunity to earn extra money.
 The infrastructure of the city will develop due to the event as they have to accommodate
a significant number of international audiences.
Threats
 Considerable price hike will threaten the citizens for the couple of days.
 Threat of terrorist attack needs to be considered as it is an international gathering
Marketing and Sales
Target Audience
Women’s Tennis Association Finals or popularly known as WTA Finals is a sports event
representing the international women tennis professionals. Both singles and doubles will be
organized in the event taking place in Singapore. Hence, the targeted audience will be the tennis

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fan of both Singapore and foreign countries. The majority of the audience will be from Singapore
itself. The Foreign audience may vary according to the players who have secured their ranks in
the Porche race to Singapore and entering in the finals. The supporters of the individual players
are the target population who will be gathered in Singapore form 22nd to 29th of October 2018.
Hence, the promotion should be done accordingly to address the complete international
population as the result will be later declared in between the time. Moreover, the target
population for this event will be the young and middle aged international population as they will
be able to make the trip to Singapore for attending the event. Furthermore, the individuals
belonging form middle to higher economic group will be the primary target as the trip will be
expensive (Schlegelmilch, 2016).
Marketing Channels
The Women’s Tennis Association has recently launched their WTA Networks that will
communicate the deliverables to the customers. It is their new digital media and marketing
division that will channelize the highest quality, on and off the court content to the customers
residing anywhere in the world. This is a revolutionary change WTA board took for marketing
their products. They will be using their self-owned and controlled channels and other branded
social channels that are popular around the world to communicate their content with the tennis
fans. They have collaboration with The Social Channel based in New York. The company will
be providing a full-service digital marketing, sales, and content development to WTA.

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Source: (wtatennis.com, 2017)
The CEO of WTA Steve Simon broadcasted in their 2016 conference they are now collaborating
with the leading technology companies that includes Ooyala, Domo, Greenfly, and Microsoft for
developing their capacity to deliver seamless, rich content experience through their mobile apps,
websites and social platforms. Moreover, they have successfully developed their brand identity
for their digital and social division a logo that aligns with their WTA corporate brand reflecting
its nature (wtatennis.com, 2017).
Revenue Stream
The primary revenue-generating stream for the WTA Final is from the sponsorships.
They have recently upgraded their revenue streams with a partnership with the ATP for data
licensing. This helped them to successfully, attract some of the world’s most premium brand like
SAP, Xerox, BNP Paribas, Rolex, Canon, Changi, Lorenzo, OCBC bank, Porche and some other.

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They have successfully increased their revenue 75 per cent since 2009. They now also have the
best TV deals in their history that increased by 75 per cent (Sportspromedia.com, 2017).
Source: (statista.com, 2017)
The other streams of revenue are the tickets and magazines they distribute to their
customers. Moreover, they now have included player practice session and tennis coach
conference for meeting the tennis queens and gain tennis insights in their program. A fan session
is also incorporated to enable the fans to meet and greet their favorite players. Moreover, their
some other programs to involve children in tennis and provide guidance to the. All these can be
counted as the secondary revenue stream for WTA Final that is to be help in Singapore
(Sportspromedia.com, 2017).

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Impact
WTA Finals that will be held in Singapore for the last time in 2018 made various level of
impact in country. The impact that the event brought upon the country can be identified in the
fields of economic, social-cultural, political, and environmental (Jones, 2012).
Economic
The WTA Final event that is to be held in Singapore in 2018 can have both positive and
negative impact in the country’s environmental condition. The event will attract a significant
number of foreigners during the six days of the event. The event will last for six days from 22nd
to 29th October 2018, which will considerably increase the travel and tourism business of the
country. The hotels, restaurants travel agencies are likely to enjoy an increased sell during the
period. The other businesses will also have an indirect effect of the event. It will become an
opportunity for these businesses to earn some extra money in this period. These can be
considered as the potential benefits. However, the event will likely increase the price of the
products in Singapore that will be a distress for the citizens. They will have to spend some extra
money for purchasing the products (Yüksel, 2012).
Environmental
The environmental condition is also likely to have an indirect effect form the event. The
population for the time being will considerably increase with the foreign guests. This will
considerably increase the pollution level for the six days. The transport division will face a
pressure to accommodate the foreign visitors. It means that the pollution caused by the increase
traffic will considerably rise for the time being. Moreover, the event is likely to start and close
with the firecrackers, which again will increase the air pollution level of the country.

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Social-Cultural Impact
The culture of the country is will come to the lime light of international media that will
be advantageous for the country. The event is considered as the best medium to promote the
social and cultural values to the visitors. The Asian culture will be exposed to the western
visitors, which they will carry back to their country. This can potentially work as a hub for
acculturation of diversified cultures. It will work as a promotion of culture. Singapore can
promote their culture in the event to attract travels to enjoy the country’s culture. It is because the
event will be broadcasted through social media, which will address the international audience an
help in the process of attracting greater visitors in the following times (Gupta, 2013).
Political
There is no as such impact will lay upon the country’s political power. However, it will
also enjoy a significant level of advantage. Singapore’s government will receive the opportunity
to work with the world famous tournament. It will expose the government to work with a greater
level of management for conducting the event. They can gain skills and develop their knowledge
in the course of management. They can later utilize the newly learned skills to better manage the
country and direct its goal towards development.
Recommendation and Conclusion
The overall structure of the event is quite alluring and can efficiently bring success for
the event. However, considerable modification can be made in the event, which can further
increase the benefit. Firstly, the major financial stakeholders of the event can be identified as
foreigners in respect to the host country. The management board can focus more on approaching
the domestic businesses, which can considerably decrease the costing of the event. The expenses
considerably increases, as the foreign sponsors have to import their facilities to the host country.

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Collaborating with the domestic stakeholders will deduct the cost of import. Moreover, the
production cost of the domestic investor will also considerably vary. Secondly, the management
should also focus on the impacts of the event. The environmental issues need requires attention
of the event management. They should come up with more sustainable approach to reduce the
environmental degradation. They should consider building a sustainable infrastructure on course
of controlling the environmental toxicities.
Conclusion can be drawn from the above discussion that WTA will face some potential
benefits organizing their event in Singapore. Moreover, their marketing strategy and revenue
streams are beneficial for the event. Though, they have considerably increased their digital
potential over past year, there are still scopes for increasing their efficiencies. They should focus
more on their social media promotion and utilize more channels of social media promotion to
attract greater number of followers. Moreover, organizing the event has potential impacts on the
country, where most of them are to benefit the country. However, a significant degradation in the
environmental condition can be assumed due to the increased traffic. The proposed
recommendations will help the event management to address the issues in their future events and
increase the amount of benefit obtained from the event.

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Reference
Gupta, A. (2013). Environmental and pest analysis: An approach to external business
environment. Merit Research Journal of Art, Social Science and Humanities, 1(2), 13-17.
Jones, C. (2012). Events and festivals: fit for the future?. Event Management, 16(2), 107-118.
Masterman, G. (2014). Strategic sports event management. Routledge.
Opening Ceremony Magic. (2017). WTA Tennis. Retrieved 7 November 2017, from
http://www.wtatennis.com/news/opening-ceremony-magic
Schlegelmilch, B. B. (2016). Segmenting Targeting and Positioning in Global Markets.
In Global Marketing Strategy (pp. 63-82). Springer International Publishing.
Sportspromedia.com. (2017). The WTA in Singapore; how women’s tennis measures parity in
dollars. Retrieved 7 November 2017, from
http://www.sportspromedia.com/magazine_features/the_wta_in_singapore_how_womens
_tennis_measures_parity_in_dollars
statista.com (2017). Tennis ATP & WTA tour revenue 2005-2014 | Statistic. Statista. Retrieved 7
November 2017, from https://www.statista.com/statistics/606439/tennis-atp-and-wta-
tour-revenue/
womenstennisblog.com (2017). Players hit the purple red carpet at the 2017 WTA Finals draw
ceremony in Singapore. Retrieved 7 November 2017, from
http://www.womenstennisblog.com/2017/10/21/wta-finals-2017-singapore-draw-
ceremony/
WTA Tennis. (2017). WTA releases 2018 Tour calendar. Retrieved 7 November 2017, from
http://www.wtatennis.com/news/wta-releases-2018-tour-calendar

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Wtafinals.com (2017). Partners - BNP Paribas WTA Finals Singapore presented by SC Global.
Retrieved 6 November 2017, from http://www.wtafinals.com/partners/partners
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