CX Leaders

How the Women's Tennis Association Delivers Money Can't Buy Fan Experiences

Hosted By: Zarina de Ruiter
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About this Podcast...

Find out how the WTA utilises digital platforms and player involvement as a gateway to fan connection.

To celebrate the start of an exciting sports season, with among others Wimbledon, Royal Ascot and the US Open, CX Network is shining a spotlight on the sports industry and a unique part of the customer experience industry; fan engagement.

SEE ALSO: 4 Winning Fan Engagement Initiatives You Should Pinch

After last week's podcast with Juliet Slot, Commercial Director at Ascot Racecourses, today we talk to Heather Bowler (pictured right), Senior Vice President Communications at the Women's Tennis Association (WTA), and Gabriela Duch (pictured left), Senior Manager, Player Relations at the WTA, about various aspects of the WTA's fan engagement strategy, on-site and online, and the importance of getting the players involved as well.

In this insightful interview, Heather and Gabriela touch upon:

  • The difference between engaging with customers and passionate fans
  • The development of a new WTA fan engagement strategy with the goal to drive new value and connections with fans through an interactive programme
  • Digital platforms as a gateway to fan connection
  • How to provide a heightened experience both on-site and online
  • Creating memorable, money can't buy experiences for fans
  • Utilising social media as a lifeline to fans
  • The importance of getting players involved in the fan engagement initiatives