Portia Archer, the newly appointed CEO of the WTA, has outlined her ambitious goals for the organization, emphasizing fan engagement, player advocacy, and gender equity.
Archer, who joined the WTA after a successful career in basketball administration, has already embarked on a “listening and learning” tour, attending tournaments and meeting with players. She believes that tennis fosters a strong sense of community and family, which she finds inspiring.
With over two decades of experience in sports business, Archer aims to enhance the fan experience and continue supporting players. She views the WTA as the premier platform for women’s tennis and a catalyst for elevating women in sports.
Archer is committed to bridging the prize money gap between men and women at WTA tournaments. She believes that the WTA’s commitment to pay equity is a testament to its leadership in gender equality.
Archer acknowledges the progress made in women’s sports but emphasizes that there is still much work to be done. She believes that the WTA’s plan for pay equality is a roadmap to achieving gender parity not only in sports but also in society.
Archer is inspired by the legacy of WTA co-founder Billie Jean King, who fought for equal prize money at the US Open in 1973. She believes that standing on the shoulders of those who came before her will help the WTA achieve its long-term vision for gender equality.
