In the year 2023, Simon stepped down from simultaneously holding the positions of chief executive and chairman – an event preceded by calls for change, most notably from 18-time Grand Slam singles champion Martina Navratilova – and the appointment of Camillo finalizes this shift in leadership.
One interpretation of her appointment is that it speeds up a fresh phase for the WTA, as the tour seeks to strengthen its presence in the vibrant sports entertainment sector.
Camillo’s job involves boosting the profile of women’s tennis, and she can draw inspiration from observing Grammy-winning Parton – whose ‘Dollywood’ theme park and unique merchandise amplify her music, resulting in worldwide appeal – and who is celebrated as an example of successful brand development.
Within sports, Camillo will use her experience from managing the business aspects of the Philadelphia Flyers ice hockey team – which included upgrading their Wells Fargo Center into a top-tier venue – and her role as chief revenue officer for the Washington Nationals baseball team.
Camillo’s insight into the commercial elements of major American sports – particularly the methods they use to expand their fanbase and attract investment through forward-thinking ideas – is considered a primary reason for her hiring.
The WTA states that her transition into women’s tennis happens at “a time of increased growth and potential”.
The revenue produced across women’s sports exceeded $1 billion (£754 million) in the previous year, with business analysts projecting it to reach $2.5 billion (£1.8 billion) by 2030.
Camillo’s aim is to make sure the WTA and its leading stars – including Coco Gauff, Aryna Sabalenka, and Iga Swiatek – secure a considerable share of this financial growth.
“Across women’s sports, we’re seeing exponential increases in investment, audiences and media engagement,” Camillo added.
“For many women’s sports, the focus is on developing awareness, drawing in fans, viewers, and attention.
“Our situation is slightly different – we’ve been established for over 50 years, we have a remarkable history, a billion global viewers, and some of the most famous and highly-paid female athletes worldwide.
“We have outstanding resources. Our chance lies in using these resources innovatively to unlock more long-term and sustainable commercial growth, and to further develop the WTA brand and women’s tennis.”
