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The Sony Ericsson WTA Tour announced on Wednesday its landmark 2009 Roadmap calendar, featuring the most sweeping reforms in Tour history to the circuit structure. The reforms are designed to create a more fan friendly and healthier structure to more consistently deliver stars to top events and reduce player withdrawals.

“With the Roadmap reforms, 2009 will see the strongest women’s professional tennis product in the sport’s history,” said Larry Scott, CEO of the Sony Ericsson WTA Tour. “Fans will be able to watch more stars and rivalries on the game’s biggest stages, and follow a shortened and streamlined season that unlocks the full value of women’s tennis. The fan, player and commercial partner experience will benefit significantly through more combined events, a calendar that keeps our players healthier, world-class facilities and more equal prize money events than ever before. These reforms will help lift tennis as a whole to new heights.”

“The Roadmap calendar is a great example of players and tournaments working together to make our sport better for fans, better for players and better for tournaments,” said tennis champion and Players’ Council member Venus Williams. “I’m proud to have been a part of a collaborative process that will result in what we hope will be the Tour’s best ever structure and product.”

“The Roadmap will showcase the world’s best female athletes to our fans, sponsors and broadcast partners,” said Steve Simon, Tournament Board Representative and Tournament Director of the Indian Wells tournament. “The business of women’s tennis has grown tremendously over the past years and the Roadmap reforms will untap a new wave of value to our partners and entertainment for the fans.”

“Sony Ericsson is very excited about the innovation process that women’s tennis continues to aggressively pursue to make the game more entertaining and fan friendly as possible,” said Aldo Liguori, Global Head of Communications & PR for Sony Ericsson. “Since the beginning of our sponsorship we have brought the Sony Ericsson spirit of innovation to the sport, from equal prize money to electronic line calling and more, and we are pleased to have found a willing partner in the WTA Tour. The Roadmap announced today is yet another step in the joint mission of Sony Ericsson and the Tour to continue to improve and enrich the total fan experience to the sport.”

(Source: WTA Tour)