Billie Jean King Cup Limited (BJKCL), a joint venture between the International Tennis Federation (ITF) and the sports, media, and entertainment arm of the holding company of billionaire businessman Mark Walter, TWG Global, has announced the appointment of Kerstin Lutz as chief executive and Kris Dent as chief operating officer.

Lutz and Dent are set to lead the day-to-day operations of BJKCL, which works on the commercial, broadcast, and fan growth of the Billie Jean King Cup, the premier women’s national teams competition.

Lutz joins BJKCL from Team Marketing AG, a sports marketing agency, where she was the managing director of business development.

She has worked with UEFA for over twenty years, and recently led the development of a new business unit to identify commercial opportunities in the entertainment and sports markets.

Lutz will begin her new role in April, 2024.

Lutz said: “For 61 years, the Billie Jean King Cup has led the way in creating opportunities for women athletes to showcase their incredible talent around the world. The chance to build on that legacy and help create a truly world class sporting and entertainment property is a hugely exciting one.

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“I look forward to working with the team at the ITF, TWG and of course with Billie Jean King herself.”

Dent, who joins BJKCL as the chief operating officer, has 20 years’ experience in professional tennis, and joins from the ITF, where he was senior executive director of major events and strategic projects, overseeing the ITF’s portfolio of events such as the Olympics, Paralympics, Davis Cup, Billie Jean King Cup, and Hopman Cup.

BJKCL chair Ilana Kloss added: “Kerstin brings a wealth of experience in identifying and delivering growth for some of the world’s most popular sporting properties.

“Her passion for women’s sport and for women’s tennis in particular, along with her ambition for the continued development of the Billie Jean King Cup and its mission to grow the event to the benefit of women and girls around the world shines through.

“Kris brings a wealth of global tennis experience to the group and we have worked closely together for some time. I am delighted to welcome Kerstin and Kris to our team and I look forward to working with them on elevating this wonderful competition.”

The Billie Jean King Cup was rebranded from its previous incarnation of the Fed Cup in 2020 and this year’s finals tournament, hosted by Seville, Spain, marks the 60th anniversary of the inaugural event.