Global dairy brand Fage has become the title sponsor of the WTA Finals, the season-ending championship in women’s tennis, under a deal running through 2029. The tournament will be known as the Fage WTA Finals.
Announced by the WTA, the agreement was brokered by The.Team’s US rights division. The.Team, alongside Sportfive, serves as a partner agency for WTA Ventures, the organisation’s commercial arm.
The partnership begins with the 2026 edition, which will be held at Indian Wells in California from November 8 to 15. The tournament will move to Charlotte, North Carolina, in 2027, where it is scheduled to remain for three editions.
Beyond naming rights, Fage will receive broadcast visibility and opportunities to activate the partnership through product sampling, fan experiences, hospitality and year-round digital marketing. The company will also become the WTA’s official yogurt partner.
Fage already has a significant presence across tennis, with partnerships involving the ATP Finals, the US Open and the Davis Cup. In golf, the brand is the official yogurt partner of both the PGA Tour and PGA Tour Champions. The WTA Finals deal extends that portfolio into one of the leading events on the women’s tennis calendar.
WTA chair Valerie Camillo said the organisation aims to make the WTA Finals the “Super Bowl of women’s sports”. She added that Fage’s commitment reflects confidence in the momentum behind women’s tennis and the opportunity to grow the event.
The title sponsorship comes as the WTA Finals returns to the United States following two editions in Riyadh in 2024 and 2025. The tournament was moved to Indian Wells for 2026 after the WTA’s agreement with the Saudi Tennis Federation ended a year early. Charlotte was confirmed in September as the host city for the next three editions, while the WTA also plans to relocate its global headquarters from Florida to the city.
The WTA also announced a significant prize-money milestone in October. For the first time, players will receive prize money equal to that of their ATP Tour counterparts at combined top-tier WTA 1000 events.