Apparently, Image <i> Is</i> Everything for WTA

The financially strapped women’s tennis tour, without a title sponsor for two years, rejected an offer Wednesday from Tampax to become the tour’s worldwide title sponsor.

A letter from the Women’s Tennis Assn. Executive Committee to the WTA Board of Directors said the decision to turn down the $10-million, three-year deal was made, in part, because of the negative image associated with feminine hygiene products.

More than 75% of the tennis insiders polled by the WTA about the potential sponsorship said it would be a bad move for the tour, the letter said.

Although the money would be helpful, the letter said, the image of a “Tampax Women’s Tour” would have “a long term negative impact on the tour’s image.”

Bruce Garren, spokesman for Tambrands, Tampax’s parent company, said the company had no comment. Anne Person Worcester, CEO of the WTA Tour, was not available.

The WTA has been seeking $7 million a year for the sponsorship, but Worcester says that the budget is balanced for this year.

The WTA has been negotiating with International Management Group, which has made an offer to become the tour’s exclusive marketing agent.