In the latest episode of Future of Sports, presented by ADP, Baker Machado sits down with Sarah Swanson, Chief Brand Officer of the Women’s Tennis Association to break down the business behind one of the fastest-growing properties in global sports.
Swanson shares how her experience helping expand the NFL internationally now informs the WTA’s global strategy, and why women’s tennis continues to outpace its peers in reach, visibility, and commercial value. From leading a major rebrand to securing landmark partnerships, she explains how the WTA is positioning itself at the center of the women’s sports boom.
She also dives into why brands are increasingly prioritizing women’s sports, how athletes are building global platforms, and what the future holds for tennis as a year-round product.
Beyond the headlines, Swanson offers insight into how leagues balance legacy with innovation, from honoring pioneers like Billie Jean King to evolving the fan experience through digital content, storytelling, and new platforms. She also unpacks how the WTA is thinking about player visibility, brand building, and global growth as it looks to define the next era of women’s sports.
