WTA Names FAGE as New WTA Finals Title Sponsor

The dairy brand secures a multi-year partnership with the tennis organization through 2029.

Updated on Oct. 20, 2026 in Tennis

WTA Names FAGE as New WTA Finals Title Sponsor

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The Women's Tennis Association has named FAGE the title sponsor for the WTA Finals starting in 2026. The deal includes branding and product opportunities across key events in Indian Wells and Charlotte.

Why it matters

The partnership supports the WTA's aggressive strategy to triple its commercial revenue by 2029. It provides a long-term platform for the league to elevate tournament visibility and fan engagement.

The partnership spans the next three years of the WTA Finals starting in 2026, contributing to the organization's six-year plan to triple total commercial revenue.

The players

Women's Tennis Association

The WTA is the principal organizing body for professional women's tennis worldwide.

FAGE

FAGE is a global dairy company known for its Greek-style yogurt products.

WTA Ventures

WTA Ventures is the commercial entity responsible for driving business growth and partnerships for the league.

CVC Capital Partners

CVC Capital Partners is a private equity and investment firm that entered a commercial partnership with the WTA in 2023.

The details

The agreement includes rights for FAGE as the official yogurt partner, featuring branding across tournament broadcasts, venue signage, and hospitality areas. Starting in 2027, the collaboration will expand to include year-round marketing campaigns and digital activations.

2023: WTA Ventures formed a partnership with CVC Capital Partners.
November 8-15, 2026: The WTA Finals take place in Indian Wells.
2027: Collaboration extends to year-round marketing and digital activations.
2027-2029: WTA Finals will take place in Charlotte, North Carolina.
2029: Sponsorship agreement term concludes.

Season Trajectory

This deal follows the organizational shift initiated by the 2023 CVC Capital Partners investment, which mandated significant commercial expansion. It marks a critical step toward meeting the aggressive revenue targets set for the 2029 season.

Fans attending the 2026 WTA Finals in Indian Wells and subsequent tournaments in Charlotte will have access to expanded hospitality experiences and product sampling. The deal also ensures increased broadcast visibility through integrated branding across tournament feeds.

The takeaway

The WTA's long-term sponsorship strategy highlights the growing interest of consumer brands in women's professional sports. Fans should expect to see increased integration of lifestyle and food brands in tournament environments as the league expands its commercial footprint.