WTA Launches “Strong is Beautiful” Global Advertising Campaign

ROME, ITALY – The WTA (Women’s Tennis Association) unveiled today a new global advertising
campaign with the tagline “Strong is Beautiful”, initially featuring 38 current and next
generation stars of the sport. The campaign includes television, print and digital ads along with
social media applications and will be unveiled across 80 markets over the next two years.

Drawing upon athleticism and grace – a unique combination that has turned the stars of the
WTA into the most recognizable and followed female athletes on the planet – the “Strong is
Beautiful” campaign places the personal stories, pressures and dreams of the players front of
stage. The creative is designed to support the WTA’s efforts to establish a deeper engagement
with fans around the world and to promote both the sport’s next generation of players along
with current established names.

In addition to a WTA driven media campaign to promote women’s tennis and the seasonending
WTA Championships in Istanbul, Turkey, the advertising is expected to be utilized by
WTA tournaments around the world, establishing a unified promotional message for the sport.

Famed Los Angeles photographer and filmmaker Dewey Nicks, who produced a series of
stunning videos and photos of a select group of WTA players last fall for the cover feature of the
New York Times magazine, formed the inspiration for the ad creative and shot the campaign.
World-class advertising agency Goodby, Silverstein and Partners produced the campaign and
developed its iconic tagline.

“We want to develop a closer relationship with our fans and attract a new generation of fans to
women’s tennis, and the “Strong is Beautiful” campaign is one way to get it done. This
campaign will serve as a creative marketing platform for our players, tournaments, year-end
WTA Championships and the entire sport,” said Stacey Allaster, Chairman and CEO of the WTA.
“The personal stories of our athletes are inspirational. The unique combination of athleticism,
strength and determination on the court and success, interests and inner beauty off the court is
what makes women’s tennis so attractive to millions of people around the world.”

“It takes so many elements to reach the top of such a competitive sport as tennis – strength of
character, discipline, and will power. All of these things define who we are as people and as
athletes. For me the new campaign is able to capture the inner strength of players in a beautiful
way,” said WTA World No.1 Caroline Wozniacki.

“The “Strong is Beautiful” campaign was an extraordinary project and I was incredibly
impressed with these athletes that embody all of the characteristics of physical and mental
strength,” said Dewey Nicks. “The raw emotion that spoke from the heart of the players really
inspired me and I am thrilled to have been able to portray these amazing women in a beautiful
way that I believe fans have not seen before.”

The set of :30 second television and digital advertisements focus on women’s tennis stars’ lives
and the intense and sometimes difficult social undercurrents of realizing their dreams as
professional athletes. The campaign’s overall focus is on the global nature of women’s tennis
and reveals unique and heartfelt storylines that include Serbia’s Ana Ivanovic having to practice
in a war-torn Belgrade; Chinese star Li Na having the pressure and hope of 1.3 billion Chinese
people on her shoulders, and Belgium’s Kim Clijsters being torn about giving her all to tennis
while raising a young daughter. Serena Williams’ ubiquitous self confidence comes through
while assuring the viewer that the only reason she brings seven tennis outfits to each Grand
Slam is because she intends on wearing them all, for each match she plans on winning.

The end result is a celebration of strong women from all corners of the world. Through all of
life’s difficult circumstances, the players’ love for the sport and determination to succeed
prevails. The new ad campaign is a life example that being physically and mentally strong is
beautiful.

The TV, print and digital elements of the campaign will begin to run globally later this month,
culminating at the season-ending WTA Championships in Istanbul, Turkey on October 25-30,
2011.

Viewers and fans can continue the conversation with the WTA players through social platforms
such as Facebook, Twitter, YouTube and a series of Chinese social media networks where the
WTA serves up daily in-depth exclusive content from 53 tournaments in 33 countries to more
than 17 million fans of women’s tennis.

The ad campaign follows on the heels of an 18 month momentous period during which the
WTA relaunched its brand and signed with three new major sponsors – leading European
cosmetics brand Oriflame, Chinese apparel company Peak, and Jetstar, a subsidiary of Qantas
airlines. WTA also renewed lead global partner Sony Ericsson, and resigned and significantly
upgraded its partnership with USANA, a leading global vitamin and health supplement
manufacturer.