Dubai Duty Free nets new tennis deal

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Dubai Duty Free has become an official sponsor of the Women's Tennis Association.

Dubai Duty Free (DDF) has agreed a deal as an official sponsor of the Women's Tennis Association (WTA) and will present the organisation in the ?rest of the world? region, including the Middle East and Asia-Pacific.

The sponsorship agreement runs until 2008 and represents DDF's largest sponsorship commitment to date. DDF will be the official worldwide duty-free retailer of the Tour and will be the presenting sponsor of a new WTA Tour  television show.

Commenting on the enhanced exposure which the deal will generate, DDF managing director Colm McLoughlin said: ?At present, the Dubai Tennis Championships is watched by an estimated TV audience of 400m. This will open up new territories for marketing our brand, which will of course impact on the overall promotion of Dubai.?