“Hologic and the WTA come together with a collective purpose as pioneering advocates for women,” said Hologic CEO Steve MacMillan, three years ago, while joining the Women’s Tennis Association as its primary title sponsor. “We are proud to stand with the WTA in its commitment to the highest integrity and values.” This multi-year alliance was touted to be the way forward for “a shared vision of greater wellness and equality for women.” It was also the first time that the WTA had had a title sponsor in a decade – until now.

According to renowned journalist Jon Wertheim, the WTA “has been pursuing a replacement sponsor for Hologic as fervently as the top players have been pursuing Majors…” Not just that, he also provided early details on a potential new title sponsor for the agency housing top players like Coco Gauff, Aryna Sabalenka, Iga Swiatek, Mirra Andreeva, and Amanda Anisimova among many others.

Per Wertheim, “the tour is now at match point – i.e. on the verge of closing – with a blue chip car company…” read his post on X, dated October 18. This update comes as a surprise, especially considering that it’s been just three years since the governing body for women’s tennis entered the deal with Hologic – an American medical technology company that focuses on women’s health and makes products for diagnostics, surgery, and medical imaging.

The WTA’s last collaboration before Hologic was with cellphone manufacturer Sony Ericsson. The latter had a six-year agreement with WTA, signed in 2005, for an average of $14.7 million annually. That deal ended in 2010.

After having trouble organizing events during the pandemic phase, the governing body opted to opt for assistance through financial backing from a sponsorship deal. When it comes to the specifics of the agreement between the WTA and Hologic, no exact details were publicly disclosed. But now that the WTA has opted to move beyond Hologic, it appears that the next deal might be too good to skip.

Which car brand could be on the WTA’s list of primary title sponsors?

While one may argue that Hologic being a brand working towards the well-being of women was perfect, WTA officials may have found other reasons to change priorities.

Given the fact that the new partnership is going to be with a car company, it’s still early to assume the brand. But given that the WTA has previously partnered with the likes of Porsche, Lexus, Mercedes-Benz, BMW for its various events, it could be anyone of them.

Porsche emerges as the common name, given its involvement with women’s tennis tours for years. Since 1978, the Porsche Tennis Grand Prix (500-level event) has attracted a lot of attention annually. As per a WTA Supervisor, it is “not only one of the best tournaments worldwide but also one of the most innovative. It is so well organized that many people around the world can learn from it.”

“Virtually all the top stars come to Stuttgart every year. The quality of the field is regularly of a Grand Slam level. The players feel very much at home in Stuttgart and so much so that they voted the Porsche Tennis Grand Prix as their favourite event in its category in 2007, 2008, 2010, 2011, 2012, 2014, 2015, 2016, 2017 and 2019,” read Porsche’s official website description.

But once again, it could be anyone’s game when it comes to the eventual partner. What are your predictions, and do you think it might be Porsche? Let us know in the comments below.