WTA releases new content series spotlighting athletes’ global connections to food and culture

The GIST: The WTA is embracing storytelling opportunities around its global (and highly-marketable) athletes. In May, the women’s tennis league debuted Style Unpacked, a docuseries that paired WTA athletes with world-class stylists. Last week, the WTA recalibrated that formula with WTA Tour Bites, an original series that tells personal stories through the lens of food.

• The tour said it’s investing in original content and “personality-led storytelling” as part of a strategy to spotlight players off the court and strengthen connections with fans across the WTA’s global audience. Love, love.

The details: The first WTA Tour Bites episode follows Canadian star Leylah Fernandez, who gives insights into her preparations for London’s grass courts over her favorite Filipino dishes like sisig and chicken adobo. Fernandez chats about connecting to her Filipina background through food and shares more about herself with WTA fans.

The draw: Sarah Swanson, chief brand officer of the WTA’s commercial arm WTA Ventures, noted the WTA Tour visits over 25 countries each season, but the tennis courts can look the same everywhere. Original content that showcases athlete personalities off the court through food and fashion creates “new ways for fans to connect with our players,” according to Swanson.

• Others have seen universal topics like food and athlete personalities mix well. Serge Ibaka’s How Hungry Are You? reached audiences beyond sport and drew people in with his engaging personality and interesting personal hobby. And last year, tennis star Naomi Osaka launched Off Day, which followed global elite athletes to their must-see spots in their fave cities.

Zooming out: As an individualized, global sport, the WTA faces unique challenges in marketing athletes — but this storytelling formula could work uniquely well for them. Tennis draws top athletes from all over the world who play everywhere, making it easy to tell stories that span sport, culture, and personal identity. This appeal is something Osaka has successfully leveraged for years.

• The bottom line? Global food and culture shows are glamorous, and there’s a natural storytelling opportunity here. They just need someone to help put these stories out there — something Off Day sponsor Chase and WTA Tour Bites producer Whisper recognized. Eating it up.