The Women’s Tennis Association (WTA) has entered into a partnership with data specialist Stats Perform.

Through the deal, Stats Perform will become the WTA’s official data supplier, delivering multiple feeds for thousands of WTA matches.

The data will be collected by Stats Perform’s Opta analysts, and will aim to increase the level of live insight available in order to power a new range of broadcast and betting experiences.

Through Stats Perform’s sports content distribution capabilities, the WTA aims to make data more accessible for authorised sportsbooks, thus giving bettors fast, accurate and detailed data to utilise.

The partnership also aims to raise the profile of WTA players, as well as improving the availability of data for sponsors, broadcasters and other media.

“The WTA has very ambitious goals for their tournaments and players and we’re proud to be trusted to help them reach new levels of fan and bettor engagement,” said Stats Perform CEO Carl Mergele.

“Our broadcaster, media, and betting networks are already excited because they’ve seen how high-quality information elevates sport’s appeal.”

WTA president Micky Lawler also expressed her excitement at the partnership, and is already looking ahead to the future opportunities it will bring.

“Stats Perform has a history of creating innovative and trusted content and products that drive entertainment levels and new revenue streams for the professional sports ecosystem,” said Lawler.

“We’re looking forward to discovering new and unique storylines surrounding the WTA Tour and our players and tournaments available in new, exciting and comprehensive ways.”

The deal comes after Stats Perform last month committed to the International Betting Integrity Association’s (IBIA) minimum standards for the collection of sporting event data for betting.

Under the new standards, any data must be offered in a manner that is accurate, reliable and transparent, responsibly sourced and minimises risk, and protects against criminality or misconduct.