Allaster, the chief executive officer of the WTA Tour, flew in to London last week for the annual WTA players' party at but she was most looking forward to walking through the gates at Wimbledon.
She is one of the game’s great modernisers, have helped put together the most successful sponsorship deal ever in women’s tennis and applauds Venus Williams' risque attire but Women Tennis Association’s (WTA) chief Stacey Allaster still loves tradition.
Allaster, the chief executive officer of the WTA Tour, flew in to London last week for the annual WTA players' party at a swanky hotel but the thing she was looking forward to most was walking through the gates at Wimbledon.
"Wimbledon is without question the most special place as a fan of tennis," Allaster, who joined the WTA in 2006 with a brief to modernise the game, increase prize money and create a fairer schedule for players, told Reuters.
"All the history makes walking through the grounds very special. When I’m there early in the morning when it’s quiet I reflect on what Wimbledon has meant for our sport and I’m always very respectful about what it means."
Allaster recently negotiated a two year extension of a ground breaking sponsorship deal with Sony Ericsson despite the tough economic climate and while the company will cease to be a title sponsor of the Tour later this year, she believes the women’s game is in great shape as Wimbledon looms.
"We have been so fortunate to have such an innovative brand invest in women’s tennis for five years and we are thrilled that they have agreed to extend to 2011-12," she said.
"They have been one of the best sponsors in the history of women’s tennis. They encouraged us to think outside of our comfort zone and to think about entertainment, consumers and the communication aspects of the business we are in."
Bringing the sport and its stars to the fans is her mantra and a glance at the WTA website reveals exactly which generation the women’s game is hoping to capture.
Players blogs, Twitter comments and photos feature strongly, mirroring the social networking obsessions of today’s teenagers.
However, the WTA would be nothing without great sport and Allaster believes the women’s game is in rude health, even if the conveyor belt of teenage talent has slowed.
Of the current top 10 only Caroline Wozniacki of Denmark is below 20 while Serena, 28, and Venus Williams, who turned 30, last week, still dominate and Italy’s Francesca Schiavone, who will be 30 on Wednesday, just won her first grand slam title.
"It’s early to say the youngsters are not coming through," Allaster said.
"What we are seeing is some of the finest athletes in the history of women’s tennis. Venus and Serena are still at the top mixing it with the likes of Wozniacki, Radwanska, Azarenka and Wickmayer.
They are finding there way and then you throw in the great results that Sam (Stosur) is having and the return of Kim Clijsters and Justine Henin.
"We have a terrific mix of vets and youth coming from a variety of different nations. We’ve got eight or nine nations representing the top 10."
Watching Schiavone, one of the Tour’s most dedicated professionals, hold aloft the Suzanne Lenglen trophy at Roland Garros, was great for the game, Allaster said.
"Schiavone is a very deserving champion; she earned her right to be there and played like a true champion.
"Now she’s a national hero, the first Italian to win a women’s grand slam event. “That’s the drama of the sport, we all want dynamic rivalries but we also want the fairytales where someone like Schiavone can break through and achieve the dream."
Allaster is proud of her innovations. She pushed for on-court coaching which has now become the norm on the WTA Tour, although it is not allowed at grand slams.
Under her command there have also been a 40% increase in prize money and massive investment in new facilities.
Now she has her eyes on China where the game is growing fast on the back of the success of players such world No.10 Li Na. "China is the No.1 strategic priority," she said, adding that the WTA already has an office in Beijing.
For the next two weeks, however, she will enjoy the more timeless traditions of Wimbledon.
"It’s wide open this year," she said "Four or five athletes could be holding the trophy in a couple of weeks. Serena and Venus have owned it but others are shooting for it."
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