Sanex becomes WTA's worldwide title sponsor

Sanex, a body care brand, will become the worldwide title sponsor of the women's tennis tour for five years, beginning in January.

Sanex, a body care brand, will become the worldwide title sponsor of the women's tennis tour for five years, beginning in January.

The agreement includes the title sponsorship as well as signage, hospitality and other onsite benefits at WTA Tour events throughout the world except in North America, where Sanex will have limited benefits.

Sanex, a subsidiary of Sara Lee-DE, is currently marketed in more than 20 countries, primarily in Europe, but also in Asia and Africa. Sanex products include bath and shower gels, deodorants, body care, shaving and hair care products.

During the five-year term of the agreement, Sara Lee-DE plans further expansion in the Sanex product line and in the territories where Sanex is marketed.

Sanex has been involved in women's tennis for several years through its sponsorship of the Sanex Team of young European players and through its sponsorship of a WTA Tour event in Knokke-Heist, Belgium.

Sara Lee/DE is a Netherlands-based company that is part of Sara Lee Corp.