Serving up success for the WTA Finals Singapore
The Women’s Tennis Association (WTA) Finals were held in Singapore from 2014–2018. Lagardère Sports secured the hosting rights to the event with significant investment and support from key partners such as the Singapore Tourism Board (STB). Lagardère Sports partnered with Kinetica for the five-year duration of the event providing consulting services across a range of operational and commercial projects to help deliver a successful and sustainable event for Lagardère Sports and for Singapore.
Commercial advisory and event research partnership
Our deep partnership with Lagardère on the WTA Finals Singapore encompassed the following major streams of work across commercial advisory, event research and legacy reporting:
- Ticketing strategy – category development, pricing and financial modelling
- Corporate hospitality – market segmentation, package development, pricing and financial modelling
- Commercial partnerships – value proposition creation, partnership structure and packages development, rights valuation and sales collateral
- Event research and evaluation – design and delivery of research amongst event patrons and reporting of event satisfaction, behavioural data and economic and social impacts
- Legacy reporting – capturing and reporting on the event’s positive impacts across event / sports / marketing capacity and capability, tourism, health and social benefits.
Generating a lasting legacy for Singapore
Our work provided a significant contribution to the indelible mark the event left on Singapore, shining a lucrative spotlight on the city and paving the way for the next wave of global sport and entertainment events. The WTA Finals attracted just under 300,000 attendees and over 150 million broadcast viewers over its life in Singapore. Our research identified an economic contribution of $125 million flowing into Singapore’s economy owing to the event, whilst most Singaporeans were proud the event was held in their country and the event drove a significant increases in tennis interest and participation.