WTA Names David Highhill as New Head of Strategy to Drive Global Growth

The Women’s Tennis Association (WTA) has appointed David Highhill as its new Head of Strategy, a pivotal role designed to strengthen the organisation’s long-term growth, innovation, and competitive edge.

Reporting directly to Chief Financial Officer Marcy Withington, Highhill will collaborate closely with Chief Executive Officer Portia Archer to shape the WTA’s strategic vision. His remit includes leading the development and execution of key initiatives while coordinating cross-functional efforts to align business priorities and sustain momentum across the global tour.

Highhill joins the WTA at a time of record-breaking growth. The Hologic WTA Tour drew more than one billion viewers worldwide in 2024, while total attendance at tournaments rose 15% year-on-year, exceeding 3.5 million spectators. Meanwhile, WTA Ventures posted a 25% increase in commercial revenue, driven by new sponsorships, enhanced data and media rights deals, and the ongoing success of the WTA Finals.

Before joining the WTA, Highhill served as General Manager, Sports Betting at the NFL, where he led the league’s strategy across sports betting, including integrity protection, brand development, fan engagement, and responsible betting practices. He previously held the position of Vice President of Strategy and Analytics, overseeing the NFL’s strategic framework and financial planning.

Highhill’s expertise has been widely recognised, he was named to the Sports Business Journal’s 40 Under 40 list in 2023. He holds both a B.A. and M.S. from Lehigh University, where his studies focused on psychology research, statistical analysis, and athlete identity development.

“I am delighted to welcome David to the WTA,” said WTA CEO Portia Archer. “His track record and experience in strategy and new business development, as well as data insights and analytics in professional sports, make him a valuable addition to our leadership team. David will play a vital role in driving the strategic development of women’s tennis and the organisational effectiveness of the WTA. I look forward to working closely with David as we continue to pursue our global ambitions for the sport.”