Dubai Duty Free cements role as tennis sponsor

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The retailer targets a potential global TV audience of 250m by cementing its links with an increasingly popular sport

Dubai Duty Free has struck a deal with the Women's Tennis Association (WTA) to sponsor a new TV series profiling the off-court lives of top women's tennis stars such as Serena Williams and Jennifer Capriati.

The magazine-style show, entitled ?Dubai Duty Free Presents Real Life On The WTA Tour,? will go behind the scenes as players compete in major tournaments including Wimbledon and the US Open.

Dubai Duty Free Managing Director Colm McLoughlin said: ?The global popularity of women's tennis is likely to ensure the success of the series and we are looking forward to seeing how [it] progresses.? The company already serves as official global duty free partner and presenting sponsor of the Tour's Asia-Pacific/Middle East region.

The 12-episode series will open on July 26 2005 on Eurosport, which has a potential audience of 250 million viewers in 54 countries. It will premiere in the United States, via The Tennis Channel, on August 8.