Qantas Unit Jetstar Signs Asia-Pacific Agreement With Women's Tennis Tour

Jetstar, the budget unit of Australia’s Qantas Airways Ltd., will become the official airline for the women’s tennis tour in the Asia-Pacific region, both parties said.

The carrier, which operates out of Australia, Singapore, New Zealand and Vietnam, will become the official airline partner of nine WTA tournaments in the region, including the Toray Pan Pacific Open in Tokyo, the China Open in Beijing and the Commonwealth Bank Tournament of Champions in Bali, according to a statement e-mailed to Bloomberg News by the WTA.

Although financial details weren’t disclosed, the WTA said it was a “multimillion dollar agreement” for three years, effective immediately.

“Through the integration of media platforms, local market activation with our tournaments and alignment with our high performance athletes, Jetstar will be a fantastic new partner for women’s tennis,” Stacey Allaster, chairman and chief executive officer of the WTA, said in the statement.

“Jetstar is excited by the opportunities this presents our customers, team members and an appealing Pan Asian brand,” Jetstar Group Chief Executive Officer Bruce Buchanan said.

The Jetstar deal is the third new sponsor the WTA has signed in the past 12 months. It has new agreements with Luxembourg-based Oriflame Cosmetics SA and Chinese sports apparel maker Peak.

The women’s governing body of tennis, which hosts 52 events around the world, in March extended a deal with its leading global partner Sony Ericsson Mobile Communications Ltd. for two years. It also renewed an agreement with London-based Travelex in 2010, and two days ago lengthened its partnership with vitamin and health supplement maker Usana Health Sciences Inc. through 2013.

The Australian Open, the season’s first Grand Slam tournament, starts Jan. 17 in Melbourne.

To contact the reporter on this story: Danielle Rossingh in London at 3628 or drossingh@bloomberg.net

To contact the editor responsible for this story: Chris Elser at celser@bloomberg.net

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