Stacey Allaster to Continue as WTA Chief Executive Until 2017

The Womens Tennis Association has renewed Stacey Allaster deal as chief executive to 2017 putting her in line to become the longest serving female in women’s tour history.

American native Allaster, said: “For us to have this stability allows our organization to stay focused on growing the business. Players know me; tournaments know me; stakeholders in the industry and sponsors know me.We don’t have to spend time on me learning the business.”

Allaster served as tournament director of the Canadian Open before moving up the ranks of the WTA. She became chairman and CEO in July 2009.

The unanimous vote (7-0) to extend Allaster’s contract took place during board meetings last month in New York.

If she finishes her term, Allaster, 48, will trail only Jerry Diamond in longevity. Diamond ran the fledging WTA from 1974-86.

“She has a keen understanding of the business world, the future of the sport and is able to bridge all of the stakeholders, and does it all with compassion and commitment,” said WTA founder Billie Jean King in a statement.

Under her leadership, the tour has increased prize money, TV viewership and attendance at its biggest events. It has also secured new revenues of $80 million via new and old sponsors, such as Sony Ericsson and Chinese sportswear company Peak.

Total prize money will top $52 million in 2012 (not including Grand Slams), a 3% rise from this year and 48% higher than 2008. Meanwhile, it has lost just one tournament title sponsor.

Following a period in which many top players failed to show up at the tour’s biggest tournaments, player participation is up 24% and withdrawals are down 18% through October this year vs. 2008.

“I’m very happy with the players who have been healthy and have been able to meet their commitments,” Allaster said.

Allaster noted the explosion of social media as a big opportunity being exploited by the tour. She also said the WTA is in final stages of a new international broadcast deal with UK-based Perform that could double the number of live women’s matches across multiple platforms (smart phones, tablets, etc.).

She touted the tour’s year-end championships as a property that could be exploited to penetrate new markets. Organizers in Turkey are paying $42 million to host the elite, eight-player event in Istanbul for the next three years. It kicks off Tuesday.

“It is a perfect example of an asset we’re using to try to grow sport congruent with calendar,” she said.

The tour is also looking into launching a Challenger-level ($125,000) event in China.

WTA board member Steve Simon, the tournament director for the BNP Paribas Open at Indian Wells, California, said: “Stacey has done a tremendous job in leading the WTA through a very difficult and challenging economic environment. Her innovative thinking has positioned the WTA for a very bright future.”