David Highhill has been appointed head of strategy for the Hologic WTA Tour, a newly created position. He will report to Chief Financial Officer Marcy Withington and work closely with Chief Executive Officer Portia Archer. His mandate includes shaping long-term plans to drive growth, innovation, and competitive strength, and coordinating efforts across departments to align business priorities.
Strong Momentum for the WTA Tour
The move comes during a period of strong momentum for the tour. In 2024, the WTA reported a global audience topping 1 billion and a 15% increase in event attendance, exceeding 3.5 million spectators. WTA Ventures said commercial revenue rose 25% over the same period, supported by new and extended partnerships, data rights commercialization, broader media rights deals, and the performance of the WTA Finals.
Highhill arrives from the NFL, where he served as general manager for sports betting, overseeing league strategy on integrity, brand development, fan engagement, and responsible betting. Before that, he was the NFL’s vice president of strategy and analytics, helping guide the league’s strategic framework and financial planning.
He was named to Sports Business Journal’s 40 Under 40 list in 2023. Highhill holds a B.A. and an M.S. from Lehigh University, with studies focused on psychology research, statistical analysis, and athlete identity development. His extensive background in sports management and strategy is expected to bring a fresh perspective to the WTA Tour, further enhancing its growth trajectory and ensuring its competitive edge in the global sports landscape.
As the WTA continues to expand its reach and influence, Highhill’s role will be crucial in navigating the complexities of the sports industry, fostering innovation, and contributing to the overall success of women’s tennis worldwide.