A deal has been struck through which Fage, a global dairy firm, becomes the title partner of women's tennis' top-tier end-of-season WTA Finals, through 2029.
Women's tennis' WTA unveiled the tie-up earlier today, with the deal brokered by the US rights division of The.Team, the partner agency of record (alongside Sportfive) for the WTA Ventures commercial vehicle.
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The deal with Fage – which adds this to an already-significant tennis partnership stable – comes into effect in time for the 2026 WTA Finals, set to take place at Indian Wells in California for the first time, between November 8 and November 15.
The tournament will then switch to a new home in Charlotte, North Carolina, from 2027.
In addition to the tournament being renamed the Fage WTA Finals, the brand will also receive visibility in broadcast coverage of the event, while there will also be product sampling and other fan experiences, as well as hospitality-based activation.
In addition, the partnership will be activated through year-round digital collaborative activity and marketing. Fage will also serve as the official yogurt partner of the WTA organization.
The dairy brand also has deals in place with the men's equivalent ATP Finals, the US Open hard-court grand slam. and the Davis Cup national teams' competition.
Valerie Camillo, chair of the WTA, commented: "Our ambition is to make the WTA Finals the Super Bowl of women’s sports – delighting fans, elevating the WTA Tour, and matching the world-class calibre of our athletes. Fage's commitment is a strong endorsement of the momentum behind this vision, women's tennis, and the opportunity ahead.”
This year's WTA Finals are taking place at Indian Wells – unveiled in July – due to a deal between the body and the Saudi Tennis Federation ending one year early. The tournament had been staged in the Saudi capital of Riyadh in 2024 and 2025.
The WTA Finals for the past three years have been presented by the Saudi Public Investment Fund.
Charlotte was then announced, in September, as the event's home for the next three editions (with the WTA also relocating its global headquarters there, from Florida). The event last took place in the US in 2002, in Fort Worth.
Earlier this month, meanwhile, the WTA disclosed that, for the first time, its competitors will now receive equal prize money to male ATP Tour players at combined top-tier WTA 1,000 events.
Outside of tennis, Fage also has a deal with golf's top-tier PGA, through which it is the official yoghurt of the PGA Tour and PGA Tour Champions.
