How new WTA leader can draw on Dolly Parton & NBA experience

Any sports executive will tell you that running an organization is never a nine-to-five job.

Valerie Camillo, the incoming chair of the Women’s Tennis Association (WTA), has experience working round-the-clock in her previous positions, including those on the entertainment company’s commercial board that oversees Dolly Parton’s tourist attractions.

Camillo joins Parton in the top of women’s tennis with her extensive experience in both the NBA, NHL, and MLB, where she previously held strategic positions at the National Basketball Association (NBA), National Hockey League (NHL), and Major League Baseball (MLB).

Camillo will take over for Steve Simon, whose 10-year tenure is winding down, with his retirement, next month.

Camillo will be in charge of a number of pressing issues that her predecessor faced when she takes over her new position on November 17.

In 2021, Simon won praise for suspending WTA events in China in what was widely perceived as a courageous moral decision.

Chinese player Peng Shuai, who had accused a top Chinese official of sexual assault for three weeks, was in shock about it.

But the decision had severe financial effects.

After accepting defeat in his request for an investigation, Simon resigned from his position in 2023 and began a tour in China. He then sought to make up the deficit by choosing Saudi Arabia as the new host for the season-ending Finals.

The Gulf state’s influence will be more under scrutiny with the second edition of the Finals taking place in Riyadh next week, which was controversial due to the country’s historically restrictive gender laws.

Camillo will be addressing the discussion of what will happen to the crown jewel event in 2027 and beyond because the WTA and the Saudis have signed a three-year deal and have provided record prize money of $15.5 million (£12 million) this year.

The WTA’s commitment to guaranteeing equal prize money at all combined Association of Tennis Professionals (ATP) and WTA tournaments by 2027 and all of its other top-tier tour events by 2033 is further supported by the Saudi investment.

Camillo is well aware that the WTA and ATP mergers are still being discussed, with the two governing bodies apparently cognizant of the need for greater alignment in terms of broadcast, data, and sponsorship agreements.

Fans and investors are frequently confused and disillusioned by the current fragmented landscape.

The Professional Tennis Players Association (PTPA), which has criticized the tours for disregarding the interests of its stars, filed a lawsuit against the WTA and ATP.

Camillo won’t want her tour to lose its voice in decision-making and marketing opportunities, despite the WTA’s obvious benefit of working with the more wealthy ATP.

Camillo’s priority will be addressing scheduling issues and player burnout.

She will have to strike a balance between boosting revenue and supporting the stars’ health because her position means she is both responsible for the players and tournaments.

Her arrival is seen as a further easing of the WTA’s new era, one in which the organization looks to expand its presence in a burgeoning sports entertainment sector.

Camillo is charged with expanding the reach of women’s tennis and can draw inspiration from her personal experience of seeing how the Grammy-winning Parton, with her “Dollywood” theme park and distinctive merchandise complementing her musical talent to create global appeal, is regarded as a beacon of brand-building success.

Camillo’s experience in the sports industry includes leading the Philadelphia Flyers’ ice hockey team’s transformation of their Wells Fargo Center into a premier stadium and serving as the team’s chief revenue officer for the Washington Nationals.

One of Camillo’s main qualifications is Camillo’s familiarity with America’s biggest sports, particularly how they foster fan growth and encourage innovation to drive investment.

The WTA describes her transition into women’s tennis as “a moment of accelerated growth and opportunity.”

Business analysts predict that by 2030, the revenue generated by women’s sport will surpass $ 1.5 billion (£1.8 billion). Last year, the industry generated a top $1 billion (£754 million) in revenue.

Coco Gauff, Aryna Sabalenka, and Iga Swiatek are the top players in the WTA, so Camillo’s job is to ensure that they are a significant slice of the pie.

“Audiences, audience growth, and media engagement are growing exponentially,” Camillo continued.

“Culturing awareness, attracting fans, eyeballs, and attention is the most important aspect of women’s sports,” said the coach.

Our problem is a little different because, like us, we’ve been doing it for 50 years or more, have a billion viewers worldwide, and have some of the world’s most well-known, top-compensated female athletes.