Regency Getting Rights to Air Women’s Tennis

Arnon Milchan, Hollywood producer of such films as “JFK,” “Tin Cup,” “L.A. Confidential” and the current “City of Angels,” is now hoping to serve up women’s tennis to the world.

Milchan’s Regency Enterprises is expected to formally announce today that it has acquired worldwide television rights to the Corel WTA Tour series of women’s professional tennis tournaments.

In an usual twist, Milchan says he may use his leverage in selling sought-after Hollywood films to broadcast and cable outlets worldwide to persuade executives to carry the tournaments and put them on at desirable times. Rights are currently distributed piecemeal among various media companies.

“These people want to spend a lot of money with us. Part of what we need to do is make sure that we help women’s tennis get the exposure,” Milchan said. “What stops us from saying, ‘By the way, we also own the rights for tennis’?”

Sources said the deal is up to nine years in length and could guarantee the WTA as much as $200 million.

Milchan said he is betting that the new generation of young women’s tennis players, such as top-ranked Martina Hingis of Switzerland and Venus Williams of the U.S., as well as the international flavor of the game will generate enthusiasm globally.

Milchan also is hoping to bring an infusion of Hollywood glamour to the tour, persuading stars of his movies to show up at events and possibly finding roles in films for some of the tennis tour’s stars.

“Now I can call some of my friends when the girls are playing in Palm Springs, get a couple of movie stars who enjoy the sport, fly them there in a private jet and watch a couple of games,” Milchan said.

“The benefits for the tour are [Milchan’s] got a lot of partners in the TV business, and the glitz and glamour are certainly a help,” said Bart McGuire, chief executive of the Corel WTA Tour. “There are also a lot of cross-promotional opportunities.”