Valerie Camilo: How the new WTA president will draw on experiences working with Dolly Parton

Simon stepped down from his dual role as CEO and Chairman in 2023 – which followed 18-time Grand Slam singles champion Martina Navratilova leading calls for change – and the transition of power was completed with Camilo’s appointment.

Her arrival could be seen as further acceleration of a new era for the WTA, as the tour looks to increase its presence in the bustling sports entertainment market.

Camilo is tasked with raising the profile of women’s tennis and can draw inspiration from her own up-close experience seeing how Grammy Award-winning Parton – with her “Dollywood” theme park and signature merchandise that complements her musical talent to create global appeal – is being advertised as a beacon of brand-building success.

In sports, Camilo will draw on her experience from heading up business operations for the Philadelphia Flyers ice hockey team – including transforming their Wells Fargo Center into a world-class stadium – and as Chief Revenue Officer for baseball’s Washington Nationals.

Camilo’s knowledge of the commercial development of America’s biggest sports – particularly how to unleash fan growth and attract investment through innovation – is seen as a key reason behind her appointment.

The WTA says her move to women’s tennis comes at a “moment of accelerated growth and opportunity”.

It’s time for women’s sports. Revenue generated by women’s sport last year exceeded $1 billion (£754 million), and business analysts predict it will reach $2.5 billion (£1.8 billion) by 2030.

Camilo’s mission will be to ensure that the WTA and its superstars, led by Coco Gauff, Aryna Sabalenka and Iga Swiatek, get a big slice of the pie.

“We have the biggest female sports stars in the world and we are in an enviable position in women’s sports,” Camilo told BBC Sport.

“Across women’s sport, investment, audiences and media engagement are increasing dramatically.

“The challenge for women’s sports is mostly building awareness and attracting fans and interest,” Camilo added.

“Our challenge is a little different – ​​we’ve been in this for 50 plus years, we have an incredible legacy, a billion viewers globally, and some of the most famous and highest-paid female athletes in the world.”