Accenture to Help Reinvent WTA Digital Infrastructure and Athlete Services Across Global Tennis Tour

Accenture to Help Reinvent WTA Digital Infrastructure and Athlete Services Across Global Tennis Tour

(IN BRIEF) Accenture and Women’s Tennis Association have entered a multi-year partnership focused on transforming the digital infrastructure behind women’s professional tennis through technology, AI and data-driven innovation. As part of the agreement, Accenture will help modernise the WTA Player Zone, the main digital platform used by athletes on tour, with the goal of improving player access to information and simplifying administrative processes. The collaboration also aims to strengthen fan engagement, support operational growth and expand live event experiences across the WTA Tour. The announcement builds on a period of strong commercial growth for the WTA, including new partnerships, branding initiatives and record prize money expansion within women’s sport.

(PRESS RELEASE) ROME, 7-May-2026 — /EuropaWire/ — Accenture and Women’s Tennis Association have announced a new multi-year partnership aimed at modernising the digital infrastructure behind women’s professional tennis and enhancing the overall player experience through advanced technology, artificial intelligence and data-driven solutions.

Under the agreement, Accenture becomes the Official Business and Technology Consulting Partner of the WTA and will work closely with the organisation to improve operational systems and strengthen the digital ecosystem supporting the WTA Tour Driven by Mercedes-Benz. The partnership was announced during the 2026 Italian Open in Rome and represents another major commercial and technological expansion initiative for the global women’s tennis organisation.

Mauro Macchi, Accenture EMEA CEO, alongside Marina Storti, CEO WTA Ventures at the 2026 Italian Open, following partnership agreement

One of the first major projects under the collaboration will focus on transforming the WTA Player Zone, the central digital platform used by athletes across the tour. The initiative aims to redesign the platform into a more seamless, intelligent and user-friendly system by integrating advanced AI capabilities, automation tools and enhanced data access. The upgraded platform is expected to simplify player interactions with tour services and provide athletes with faster access to scheduling, logistics, competition and performance information.

According to the organisations, the goal is to allow players to spend less time navigating administrative systems and more time focusing on athletic performance and wellbeing. The broader partnership is also designed to create a stronger technological foundation that can support future innovation across women’s tennis, including fan engagement, live event experiences and global digital growth.

Mauro Macchi said women’s tennis is already one of the world’s most commercially successful sports and noted that the partnership is focused on building the next stage of growth for the game through technology, AI and data integration. He added that the collaboration reflects a shared ambition to reinvent the athlete experience while helping expand the global reach and commercial value of women’s tennis.

The WTA currently oversees more than 50 tournaments across 26 countries and territories, serving a growing international fan base. The organisation has continued expanding athlete support programmes in recent years, including initiatives related to health, wellbeing, maternity benefits and prize money growth.

Marina Storti said the partnership with Accenture extends beyond technology infrastructure and reflects the organisation’s wider commitment to improving how athletes interact with the tour. She said the collaboration will help deliver a more connected and efficient digital experience while supporting the long-term international growth of women’s tennis.

The partnership will also include joint storytelling initiatives and content development projects designed to showcase the impact of technological innovation within women’s sport. Accenture said the agreement forms part of its broader strategy of partnering with global sports organisations to apply technology, data analytics and AI to improve fan experiences, operational performance and commercial opportunities.

The announcement comes during a period of significant momentum for the WTA, following several major commercial developments including a long-term partnership with Mercedes-Benz, the introduction of a new brand identity and record prize money growth across the tour. The organisation also highlighted the record-breaking payout awarded to Elena Rybakina following her victory at the 2025 WTA Finals Riyadh presented by PIF.

Founded in 1973 by Billie Jean King, the WTA continues to position itself as a leading force in women’s professional sport while expanding its commercial and global presence through WTA Ventures, the organisation’s commercial division established in partnership with CVC Capital Partners in 2023.

About Accenture
Accenture is a leading solutions and services company that helps the world’s leading enterprises reinvent by building their digital core and unleashing the power of AI to create value at speed across the enterprise, bringing together the talent of our approximately 786,000 people, our proprietary assets and platforms, and deep ecosystem relationships. Our strategy is to be the reinvention partner of choice for our clients and to be the most client-focused, AI-enabled, great place to work in the world. Through our Reinvention Services we bring together our capabilities across strategy, consulting, technology, operations, Song and Industry X with our deep industry expertise to create and deliver solutions and services for our clients. Our purpose is to deliver on the promise of technology and human ingenuity, and we measure our success by the 360° value we create for all our stakeholders. Visit us at accenture.com.

About the WTA
The WTA is the original game-changer for women’s sport. Founded in 1973 by the visionary Billie Jean King, the WTA was created to build equal opportunities for women in tennis, and we’ve been breaking boundaries ever since. Today we’re the powerhouse of women’s professional sports, uniting athletes in fearless competition and bringing people together through the love of tennis. The WTA Tour shares the thrill of every serve, rally and match point with an audience of more than one billion around the world. Players compete for PIF WTA ranking points in tournament arenas on six continents before the season hits its peak at the WTA Finals, where the best singles and doubles superstars battle to be crowned as year-end champions. Our ambitions go well beyond the court. We are champions for our incredible athletes and drivers of change through advocacy and action for women’s health and empowerment across the globe.

WTA Ventures, the commercial arm of the WTA, has a mission to fuel the growth of professional women’s tennis. Established in partnership with CVC Capital Partners in 2023, it aims to further elevate the profile of women’s tennis, improve the product for fans and accelerate commercial growth for the benefit of players, tournaments and everyone involved in the sport.

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Contacts:

Andy Rowlands
Accenture
+44 7952 594784
andy.rowlands@accenture.com

Chinedu Udezue
Accenture
+44 208 396 3674
chinedu.udezue@accenture.com

Abi Hallworth
WTA
press@wtatennis.com

SOURCE: Accenture