How women’s tennis is selling itself in Saudi Arabia
The WTA has dressed its star players in luxury fashion to sell its Finals in Riyadh, creating a glamorous new image in a controversial setting
Related reading
Saudi’s sway is here to stay
For business, following the whims of politicians isn’t always easy, but it does create opportunities
How the $5bn Saudi bet on LIV Golf unravelled
Upstart league unable to build a sustainable business so it could wean itself off a total reliance on the PIF’s wealth
Tennis’s 1973 Battles of the Sexes makes blistering return in opera Balls
Match between Billie Jean King and Bobby Riggs is restaged in a work that takes on sexism and the fight for equality with pizzazz
Saudi Arabia’s small-town brands go national
Growth of homegrown businesses is sign of how economy is modernising
Wimbledon’s Sally Bolton: ‘Trying to maintain our share of the attention…
All England Lawn Tennis Club’s CEO on capturing new audiences while preserving traditions
Can women’s sport turn itself into big business?
Events like the Rugby World Cup are drawing more fans, but still trail far behind the men’s equivalent in financial terms