THE WOMEN'S TENNIS ASSOCIATION (WTA) Tour served up a $5 million partnership with Dubai Duty Free (DDS), establishing the airport retailer as a five-year sponsor of the Tour's “Rest of the World” region, including Asia-Pacific and the Middle East. The deal establishes DDF as the Tour's official partner and presenting sponsor of a magazine-style television show.

The TV show is expected to increase the exposure of women's tennis by bringing it to millions of additional viewers worldwide. The 30-minute program will focus on the personalities and lives of the WTA Tour players; it began initial filming during the DDF Women's Open in February. A premiere is slated for release in various countries this summer. The WTA Tour handles marketing in-house with DDF.