By Erik Gudris | @atntennis | Thursday, June 6, 2024
The WTA (Women’s Tennis Association) recently announced Portia Archer as its new CEO.
Archer joins the WTA from the NBA, where she held the position of Chief Operating Officer of the NBA G League. She will start her new position with the WTA on July 29, 2024.
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Archer enters the WTA with more than 20 years of experience in the global sports and media industries, including senior positions at NBC Sports Group, HBO and the BBC.
In her most recent role as Chief Operating Officer of the NBA G League, she was responsible for overseeing all business and commercial operations for the NBA’s development league, driving expansion as well as significant increases in fan engagement and commercial performance.
Portia Archer said in a statement, “The WTA is an organization I have long admired. It has pioneered the growth and development of women’s professional sport around the world, and I am excited to have the opportunity to join the team as we deliver our ambitions for the Tour and write the next chapter of the WTA story.”
As previously announced, the appointment of a new CEO allows Steve Simon, currently WTA Chairman and CEO, to assume the role of Chairman, focusing on governance and strategic development. As CEO, Archer will lead the day-to-day strategy and operations of the Hologic WTA Tour and the WTA’s relationship with its player and tournament members.
Steve Simon, WTA Chairman, said, “I am delighted to welcome Portia to the WTA. She will be a fantastic addition to our leadership team, bringing a wealth of management experience and helping to drive operational excellence across the organization as we work together to further elevate women’s tennis for the benefit of players, fans, partners and tournaments.”
The transition comes at a pivotal juncture for the WTA that has seen many of its players seeking more input into the WTA’s overall direction.
It also comes at a time when the WTA is facing criticism, from some, for having its next WTA Finals hosted in Saudi Arabia later this year.