{"id":34728,"date":"2026-07-29T11:21:11","date_gmt":"2026-07-29T11:21:11","guid":{"rendered":"https:\/\/leadersinsport.com\/sport-business\/?post_type=event-post&#038;p=34728"},"modified":"2026-07-29T11:23:53","modified_gmt":"2026-07-29T11:23:53","slug":"pif-wta-maternity-fund-program","status":"publish","type":"event-post","link":"https:\/\/leadersinsport.com\/sport-business\/leaders-events\/leaders-sport-awards\/2026-winners\/pif-wta-maternity-fund-program\/","title":{"rendered":"PIF WTA MATERNITY FUND PROGRAM"},"content":{"rendered":"<!-- blocks\/hero-editorial -->\n<!-- inc\/hero-editorial -->\n<div class=\"hero es-hero__editorial hero--var-1\" role=\"banner\">\n\t<div class=\"hero__image\" style=\"background-image: url(https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2026\/07\/GettyImages-2245747341-scaled.jpg);\">\n\n\t\t<div class=\"hero__overlay grad-overlay content-bottom\">\n\t\t\t<div class=\"container\">\n\n\t\t\t\t<div class=\"hero__content\">\n                    \n\t\t\t\t\t<div class=\"hero__content__inner\">\n\t\t\t\t\t\t                            <p class=\"es-label es-label--md\">\n                                \/\/ WINNER                            <\/p>\n                        \t\t\t\t\t\t<a href=\"https:\/\/leadersinsport.com\/sport-business\/leaders-events\/leaders-sport-awards\/2025-shortlist\/\" class=\"theme-dark hero__back-link back-link es-label es-label--sm\">\n\t\t\t\t\t\t\t<span class=\"icon icon--md icon--arrow-left\"><\/span>Activation of the Year<\/a>\n\n\t\t\t\t\t\t<h1 class=\"hero__title\">PIF WTA Maternity Fund Program<\/h1>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\n                  <div class=\"hero__logos\">\n              <ul class=\"hero__logos__list\">\n                                        <li>\n                                                <img decoding=\"async\" src=\"https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2021\/11\/PIF-logo-white-300x116.png\" alt=\"\" \/>\n                                                <\/li>\n                                        <li>\n                                                <img decoding=\"async\" src=\"https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2026\/07\/WTA_Logo_Core_White_RGB-300x111.png\" alt=\"\" \/>\n                                                <\/li>\n                                <\/ul>\n          <\/div>\n        \n\t\t\t<\/div>\n\t\t<\/div>\n\n\t<\/div>\n<\/div>\n\n\n<!-- blocks\/section -->\n<section\n  class=\"es-section flexible-section  text-only theme-light\"\n    >\n                <div class=\"container\">\n                                    <div class=\"bg-striped-pattern__inner section-padding-top section-padding-bottom\">\n                <div class=\"es-section__inner col-parent col-parent--stack-sm\">\n                                            <div class=\"es-section__sidebar es-section__sidebar--sticky col col--12 \">\n                            \n                            \n                            \n                                                            <div class=\"es-section__text content-area\">\n                                    <p><p><span data-contrast=\"auto\">The\u00a0<\/span><b><span data-contrast=\"auto\">PIF WTA Maternity Fund Program<\/span><\/b><span data-contrast=\"auto\">\u00a0is a landmark initiative that has redefined athlete welfare in professional sport, earning recognition as\u00a0<\/span><b><span data-contrast=\"auto\">Activation of the Year<\/span><\/b><span data-contrast=\"auto\">\u00a0for its transformative impact on women&#8217;s tennis.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:210,&quot;335559739&quot;:210,&quot;335559740&quot;:300}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Launched in March 2025 through a partnership between the WTA and PIF, the program was created to address a longstanding challenge facing professional female athletes: the lack of maternity, parental\u00a0leave\u00a0and fertility support for independent contractors. Designed in collaboration with the WTA Players&#8217; Council, the initiative provides up to 12 months of paid maternity leave and fertility treatment grants, removing the need for players to choose between their careers and starting a family.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:210,&quot;335559739&quot;:210,&quot;335559740&quot;:300}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">More than 320 WTA players are eligible for the fund, with uptake spanning all ranking tiers,\u00a0demonstrating\u00a0its accessibility and relevance across the Tour. Rather than acting as a traditional sponsorship campaign, the activation delivered a permanent solution to a systemic issue, setting a new global benchmark for gender equity and athlete support.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:210,&quot;335559739&quot;:210,&quot;335559740&quot;:300}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The launch generated significant international attention, producing 840 media articles, 133 TV features and a reach of more than 200 million audience views across 80 countries. Beyond the numbers, its greatest achievement has been cultural change, helping reshape expectations of how women&#8217;s sport supports athletes through every stage of life.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:210,&quot;335559739&quot;:210,&quot;335559740&quot;:300}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">By turning sponsorship into meaningful action, the PIF WTA Maternity Fund Program has created\u00a0a lasting legacy\u00a0for women in sport worldwide.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:210,&quot;335559739&quot;:210,&quot;335559740&quot;:300}\">\u00a0<\/span><\/p>\n<\/p>\n                                <\/div>\n                            \n                            \n                            \n                                                    <\/div>\n                                        <div class=\"col visibly-hidden col--flex-align-right\">\n                                            <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n        <\/section>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-7387b849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\"><\/div>\n<\/div>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"737\" data-id=\"34734\" src=\"https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2026\/07\/GettyImages-2203529693-1024x737.jpg\" alt=\"\" class=\"wp-image-34734\" srcset=\"https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2026\/07\/GettyImages-2203529693-1024x737.jpg 1024w, https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2026\/07\/GettyImages-2203529693-300x216.jpg 300w, https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2026\/07\/GettyImages-2203529693-768x553.jpg 768w, https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2026\/07\/GettyImages-2203529693-1536x1106.jpg 1536w, https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2026\/07\/GettyImages-2203529693-2048x1475.jpg 2048w, https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2026\/07\/GettyImages-2203529693-600x432.jpg 600w, https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2026\/07\/GettyImages-2203529693-1200x864.jpg 1200w, https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2026\/07\/GettyImages-2203529693-1500x1080.jpg 1500w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"702\" data-id=\"34733\" src=\"https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2026\/07\/GettyImages-2203529936-1024x702.jpg\" alt=\"\" class=\"wp-image-34733\" srcset=\"https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2026\/07\/GettyImages-2203529936-1024x702.jpg 1024w, https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2026\/07\/GettyImages-2203529936-300x206.jpg 300w, https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2026\/07\/GettyImages-2203529936-768x526.jpg 768w, https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2026\/07\/GettyImages-2203529936-1536x1053.jpg 1536w, https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2026\/07\/GettyImages-2203529936-2048x1404.jpg 2048w, https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2026\/07\/GettyImages-2203529936-600x411.jpg 600w, https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2026\/07\/GettyImages-2203529936-1200x823.jpg 1200w, https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2026\/07\/GettyImages-2203529936-1500x1028.jpg 1500w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n<!-- blocks\/section -->\n<section\n  class=\"es-section flexible-section  theme-light bg-brandmark\"\n    >\n                <div class=\"container\">\n                                    <div class=\"bg-striped-pattern__inner section-padding-top section-padding-bottom\">\n                <div class=\"es-section__inner col-parent col-parent--stack-sm\">\n                                        <div class=\"col col--12 col--flex-align-right\">\n                                                        <div class=\"es-section__centered-content align-center\">\n                                                                            <p class=\"es-section__label es-label es-label--md\">6 September &#8211; 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