Current world No.6 and remarkable Tunisian tennis player, Ons Jabeur, recently made headlines with the announcement of her groundbreaking clothing sponsorship deal with the Saudi female fitness brand, Kayanee, at the outset of 2024.

Jabeur showcased the brand’s latest dress featuring the prominent Kayanee logo during her appearances at the 2024 Australian Open.

Kayanee, a Saudi female fitness brand funded by the Public Investment Fund, Kayanee prioritises the well-being of women, a mission that resonates deeply with Ons Jabeur’s aspirations to advance sports development in Saudi Arabia and the wider region. In line with her desire to encourage more women from the Middle East and Africa to participate in sports, Jabeur made the decision to collaborate with Kayanee, despite her longstanding sponsorship with Lotto Sport Italia spanning nearly a decade.

“I am thrilled to be part of Kayanee, a brand breaking new ground for women in Saudi Arabia and the region,” Jabeur said “Just as I’ve strived to push boundaries in my tennis career, Kayanee is breaking barriers in the realm of female fitness. Together, we share a commitment in promoting a healthy, active lifestyle.”

Ons is the biggest supporter for the Arabia’s potential involvement with the WTA (Women’s Tennis Association). She hoped WTA finnal could be held in Saudi Arabia, it will be making a big difference in the women involvement in sports.

“Hopefully (the WTA goes there). Of course I’m one of the players that will push to go there. I feel this country deserves a chance to have sports events; they started of course with football and now I feel like tennis could be there. It’s not about the money, for me it’s about giving a chance to younger women, or any women to practice sports and discover amazing things.” Jabeur said.

Jabeur’s wish may soon become a reality in 2024. In February, discussions between WTA Tour chief executive Steve Simon and Saudi officials regarding the 2024 final deal took place, hinting at the possibility of its realisation pending successful negotiations and agreement on the deal.

Given the criticism and concerns surrounding the location of the 2023 WTA Finals in Cancun, including negative feedback from tennis players regarding stadium standards and weather conditions, as well as strong objections from women tennis legends Chris Evert and Martina Navratilova regarding the 2024 deal with Saudi Arabia, the decision regarding the location of the 2024 WTA Finals is undoubtedly complex. There is significant pressure on the WTA to carefully consider these factors before making a decision. While the potential deal with Saudi Arabia presents opportunities, the objections raised by key figures in the tennis community highlight the need for thorough evaluation.

Ultimately, WTA’s decision regarding the 2024 Finals location will depend on balancing various factors, including player and fan feedback, logistical considerations, and broader implications for women’s sports.