The WTA has a new title partner for its season finale. Greek dairy brand FAGE will put its name to the WTA Finals in a multi-year deal running through 2029, the WTA announced on Tuesday, starting with the FAGE WTA Finals Indian Wells from 8 to 15 November and continuing in Charlotte, North Carolina, from 2027.
What the deal covers
FAGE becomes title partner of the event and official yogurt partner of the WTA. According to the WTA, the agreement covers brand integration at the venue and on broadcasts, product sampling, fan experiences and hospitality, and, from 2027, year-round marketing and digital activity beyond event week. The company already has links with the US Open, the LTA, the ATP Finals and the Davis Cup. Financial terms were not disclosed.
"Our ambition is to make the WTA Finals the Super Bowl of women's sports," said WTA chair Valerie Camillo. Marina Storti, chief executive of WTA Ventures, said the partnership "comes at an exciting time for the Finals".
Done on a compressed timeline
The speed of the deal reflects the circumstances. The WTA announced in July that its three-year agreement to stage the Finals in Riyadh would end after a single edition, leaving it with what Teodora Ivanova, chief business officer of WTA Ventures, described to SportsPro as a "compressed timeline" to find a sponsor for 2026. FAGE pushed for a long-term arrangement from the start, she said, even though the tour had initially suggested focusing on this year only.
The move back to the United States comes at a cost. SportsPro reported that prize money for 2026 is understood to fall to about US$10 million, from the record US$15.5 million paid in Riyadh, and that the event will be shortened from eight days to five when it moves to Charlotte. The WTA will also run the Finals itself rather than licensing them to a promoter, which Ivanova said would allow the tour to "monetise the event".
What it means for this year's race
On court, the picture is unchanged: eight singles players and eight doubles teams will qualify for Indian Wells, and the last places are still being decided in the final events of the season. Our WTA Finals race guide lists who is already through, and our Indian Wells preview explains the format. Follow the run-in on our live tennis scores and the WTA rankings.
Sources
This article was written by TiebreakNews from the reporting below, checked against official results and rankings.