The WTA Finals has secured FAGE as its new title partner, with the dairy company set to headline the season-ending championship during its 2026 stop at Indian Wells before the event relocates to Charlotte for a three-year run beginning in 2027.
The FAGE WTA Finals Indian Wells is scheduled for November 8-15, 2026 at the Indian Wells Tennis Garden. The championship will bring together the year’s leading singles qualifiers and top doubles teams for one of the biggest prizes on the women’s calendar, although the qualifying race and final draw have yet to take shape.
FAGE will also become the WTA’s Official Yogurt Partner under the multi-year agreement. Its presence at the Finals will extend across the venue and television presentation, with product tastings, hospitality areas and fan activations planned around the tournament.
When the Finals move to Charlotte, North Carolina in 2027, the partnership will continue through 2029. The WTA and FAGE also intend to build a wider programme beyond the championship week, using year-round marketing and digital campaigns to reach supporters of the tour.
A title partnership for the season finale
WTA Chair Valerie Camillo said the organisation wants its championship to become a landmark event in women’s sport. “We want the WTA Finals to be the Super Bowl of women’s sports,” Camillo said, pointing to the aim of entertaining fans, strengthening the Tour and matching the standard set by the players.
Marina Storti, chief executive of WTA Ventures, described the agreement as a long-term opportunity at an important stage in the development of the event. She said FAGE’s focus on healthy and active living fitted naturally with a competition featuring the sport’s elite performers.
Nutrition, fitness and recovery form a central part of the partnership’s message, linking FAGE’s products with the physical demands placed on players through a full WTA season. The campaign will promote both high-performance sport and everyday health.
FAGE chief commercial officer Jeffrey Scipione said the Finals offered a natural platform for a brand with a century-long history and existing links across tennis. FAGE already holds partnerships involving the US Open, the LTA, the ATP Finals and the Davis Cup.
“The Finals recognise the ability, commitment and achievements of the best players in the world,” Scipione said. “That makes it a natural match for our brand.” He added that both organisations were drawing on established histories while seeking to connect with younger fans and consumers.
The agreement follows other long-term WTA commercial deals announced in 2026, including partnerships with Mercedes-Benz and Accenture. The transaction was arranged by THE·TEAM’s U.S. Rights Sales group, working with SPORTFIVE.
