It’s a powerful feeling to know exactly where you want your career to go—and after a week in Mérida working at the WTA 500, my vision has never been sharper.

Just over a year ago, I launched topics of tennis. From the start, I wasn’t wanting to simply report scores; I wanted to explore the sport on its global stage and the sponsors who fuel its growth year after year. One of my first articles focused on WTA Mérida and Akron, a leading energy company in Mexico making significant investments in tennis across the country. Even then, I envisioned of one day working at the event if the opportunity arose. A year later, with persistence and a little manifestation, that vision became reality—I found myself in Mexico, volunteering in Player Services at the very tournament that first inspired my topics of tennis journey.

My role centered on supporting players and their coaches, ensuring they had everything needed to perform at the highest level during their week in Mérida. This included coordinating meals and supplements, organizing ground transportation to keep movement around the venue seamless, and maintaining the players’ lounge as a comfortable space for rest and preparation before practices and matches.

Beyond my duties, I also stepped out of the icy cold players' lounge into the Yucatán sunshine to explore the activations and sponsor displays set up for fans around the courts. 

Below is more on what was showcased throughout the tournament.

Yucatan Travel

Yucatán is the official tourism board for the Yucatán Peninsula, dedicated to promoting the region’s rich cultural heritage, natural beauty, and diverse tourism opportunities. They aim to boost the state’s global visibility by highlighting its historic landmarks, ecotourism destinations, and vibrant local events. They collaborate with various organizations to bring international attention to the region, supporting tourism-driven economic growth.

One of their key sponsorships is the Merida 500 WTA Tennis Tournament, a prominent event that brings top female tennis players to Mérida, the capital of Yucatán. As part of their ongoing efforts to elevate the region’s profile as a sports and tourism destination, Yucatán Turismo sponsors and promotes the tournament, which serves as both a sporting spectacle and an opportunity to showcase the city’s unique culture, hospitality, and historical attractions to an international audience. 

They had the right idea with the flamingos! Fans were posing for pictures all week here!

Cinepolis 

One of the standout activations at the tournament came from Cinépolis, Mexico’s leading cinema chain. Their presence around the courts added a cultural and entertainment dimension to the event, reminding fans that tennis is not only about competition but also about community experiences. Cinépolis created interactive spaces where spectators could engage with the brand, playing interactive games in colourful ball pits and a wind chamber where they could catch tokens with special prizes. It was a smart activation that showcased how sponsors can connect with audiences beyond traditional signage—by offering something memorable and immersive.

Don't forget the popcorn too! Traditional Salt and Butter and Caramel for that sugar buzz! 

Wilson 

Wilson’s presence at the tournament highlighted the essential role of equipment sponsors in shaping the professional game. As one of tennis’s most iconic brands, Wilson brought visibility not only through racquets and gear used by players but also through activations designed to connect with fans. Their displays around the venue reinforced the brand’s deep association with performance and tradition, while also showcasing how equipment companies leverage tournaments to strengthen their identity in new markets.

What stood out most was Wilson’s acknowledgment of the rapidly growing interest in padel. By featuring padel equipment alongside their tennis products, Wilson demonstrated how sponsors are adapting to evolving racquet sports culture. This crossover not only reflects the surge of padel in Latin America and beyond but also positions Wilson as a brand ready to serve both communities.

Born in the Riviera Maya and inspired by its natural beauty, Valtra Eyewear brought a lifestyle dimension to the tournament. Their store wasn’t just about glasses—it was about style, identity, and the way accessories can reflect personality. By positioning eyewear as part of the tennis experience, Valtra tapped into the growing trend of sponsors connecting with fans on a cultural level, blending sport with fashion and everyday life. 

Loved the little tuk- tuk!

Mazda

Mazda’s presence at the tournament brought a sleek automotive dimension to the sponsorship lineup. Known globally for innovation and design, Mazda used the event to showcase its connection to performance and lifestyle by highlighting their CX-5 model. Their branding was smartly positioned at the grandstand court, with the Mazda logo featured on the big screen and in a fan area where food and drink options were available, creating a welcoming space to sit back and enjoy the matches.

The company has been performing very strongly in Mexico in recent years.  2025 was a record-breaking year, with 107,004 vehicles sold, representing a 7.2% increase compared with 2024. This gave Mazda a 7.1% market share, placing it sixth among light-vehicle brands in the country. Mexico is now Mazda’s third-largest global market, after the United States and Japan.

Final Thoughts

Experiencing the activations in Mérida reminded me that tennis is a stage where sport, business, and culture converge. From eyewear and entertainment to equipment and automobiles, each sponsor added its own layer to the atmosphere, shaping how fans engaged with the tournament. Seeing that diversity up close gave me a deeper appreciation for the role sponsorships play in sustaining and elevating the game.

At the same time, my week in Player Services was a personal milestone. Supporting players and coaches behind the scenes confirmed how much I value being part of the professional tennis environment, while exploring the sponsor activations sharpened my perspective on how the sport connects with industries and audiences alike. Mérida wasn’t just another event—it was a step forward in the journey I began with Topics of Tennis, and a reminder of the career path I’m determined to build.

Thanks again for following my journey—I look forward to sharing more experiences and hope to see you at another tournament soon.

Jake Scudder

Journalist - topics of tennis