Valerie Camilo: How new WTA president will learn from experience working with Dolly Parton
Camilo’s appointment completes a transfer of power after Simon gave up his dual roles as CEO and chairman in 2023 – after 18-time Grand Slam singles champion Martina Navratilova led calls for change.
Her arrival could be seen as representing a further acceleration of a new era for the WTA, as the tour looks to increase its influence in the busy sports and entertainment market.
Camilo, who is tasked with elevating the profile of women’s tennis, can draw inspiration from her up-close look at how Grammy-winner Parton has become known as a beacon of brand-building success with her “Dollywood” theme park and unique merchandise that complements her musical talents to create global appeal.
In the sports arena, Camilo will draw on her experience leading business operations for the Philadelphia Flyers ice hockey team, including transforming Wells Fargo Center into a world-class stadium and serving as chief revenue officer for the Washington Nationals baseball team.
Camilo’s familiarity with the commercial complexities of America’s biggest sporting events, particularly how they innovate to grow fans and attract investment, is seen as a key reason for her appointment.
The WTA said she entered women’s tennis at a “moment of accelerated growth and opportunity.”
It’s time for women’s sports. Revenues from women’s sport exceeded $1bn (£754m) last year and business analysts predict this will reach $2.5bn (£1.8bn) by 2030.
Camilo is on a mission to ensure that the WTA and its leading stars, led by Coco Gauff, Aryna Sabalenka and Iga Swiatek, get a piece of the action.
Camilo told BBC Sport: “We have the greatest women’s sports stars in the world and we are in an enviable position in women’s sport.”
“Investment, spectators and media engagement are all growing exponentially in women’s sport.
Camilo added: “To a large extent, the challenge for women’s sport is to raise awareness, attract fans, eyeballs and attention.”
“Our challenge is a little different – we’ve been doing this for over 50 years, we have an incredible legacy, a global audience of 1 billion, and some of the most famous and highest-paid female athletes in the world.”
