New WTA VOD launched

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ST. PETERSBURG, FL, USA - The Sony Ericsson WTA Tour announced today that Dubai Duty Free, one of the world's leading airport retailers, has extended its sponsorship of the Tour through 2011. Under the four-year, multi-million dollar agreement, Dubai Duty Free will continue as the Tour's premier sponsor in the Asia-Pacific/Middle East region and establish a major digital media presence through the Tour, among other benefits

The cornerstone of the brand new partnership is Dubai Duty Free's presenting sponsorship of the Tour's new Video on Demand (VOD) digital media platform on sonyericssonwtatour.com, which will feature on-court match highlights, off-court player personality features and a host of additional new content geared to enhance fans' behind-the-scenes access to the players who make women's professional tennis one of the most exciting sports today. The VOD platform is a central element of the Tour's new digital media strategy, also announced today.

In addition to the VOD platform, other unique elements of the new Dubai Duty Free-Tour partnership include: (i) significantly expanded television news service that will continue to enhance the global exposure of women's tennis and the Dubai Duty Free brand to television fans throughout the world through weekly match highlights, player interviews and off-court coverage, (ii) an "iconic" photo shoot to be conducted in Dubai with some of the world's best women tennis players and placed in major fashion and lifestyle media, (iii) a first of its kind Zagat Survey - Sony Ericsson WTA Tour tournament city restaurant and shopping guide (available in hard copy book and online versions) sponsored by Dubai Duty Free and featuring player's favourite eating and shopping establishments as they travel the global circuit, and (iv) an online and broadcast advertising investment to support the Tour's marketing efforts.

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