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Any sports leader would say running a global tour isn't just standard office hours.

Recently named Women's Tennis Association (WTA) chair Valerie Camillo understands working around the clock from past positions - such as her time on the commercial board with a brand management group which runs American iconic singer Dolly Parton's tourist attractions.

In addition to her contributions into Parton's portfolio, Camillo arrives at the helm at women's tennis with a wealth of experience in sports and media, with past roles in senior leadership posts at the National Basketball Association (NBA), the premier ice hockey competition and America's pastime.

Camillo will begin her new role at the WTA in the coming weeks, replacing the long-serving Steve Simon, after his lengthy leadership is ending with his retirement.

Saudi Future, Equal Prize Money & Men's Tour Integration - Confronting the Big Issues

As Camillo takes charge later this month, she will inherit responsibility of several key issues left by her predecessor.

Simon drew praise two years ago for what was widely seen as a principled decision in suspending WTA events in China.

This action came regarding worries about Chinese player Peng Shuai, who vanished from public view for an extended period after accusing a top Chinese official of inappropriate behavior.

However the monetary fallout from this move hit hard.

Leadership changed direction after the principled stand in 2023 and returned events to China, afterward pursuing to plug the shortfall by choosing cash-rich Saudi Arabia to host for the annual championship.

This decision to a country in which female rights were constrained sparked debate, and with the Finals taking place returning to the Gulf imminently Saudi involvement faces examination.

The WTA agreed a multi-year agreement with the Gulf nation - providing record prize money worth millions this year - meaning Camillo will be leading talks of what happens in coming years.

Gulf financial support also provides major support to the WTA's commitment achieving pay parity during joint Association of Tennis Professionals (ATP) and WTA events within three years and other premier events within the decade.

The prospect of the WTA merging financial operations with the ATP remains under consideration, as both organizations seemingly understanding the necessity for coordination concerning television, data and sponsorship deals.

Today's divided situation frequently results in audiences and sponsors perplexed and frustrated.

Importantly, the leadership for both tours faced opposition via court proceedings by the Professional Tennis Players Association (PTPA), raising concerns about the tours for neglecting player welfare.

Leadership understands the definite upside of linking up with the wealthier men's tour, however the incoming leader seeks to prevent the WTA from losing its voice in key negotiations and brand development therefore.

Considering issues about scheduling and player burnout remains high on Camillo's agenda.

Given she leads managing simultaneously the players and tournaments, it will be essential to listen to the needs of both parties and achieve compromise between driving revenue and the health of the stars creating that revenue.

Driving Additional Expansion During Sports Renaissance

The previous leader stepped down as chief executive and chairman recently - after multiple major winner Martina Navratilova advocating for reform - and the organizational shift is completed by the appointment of Camillo.

This appointment indicates additional momentum during a changing time for the WTA, seeking to grow its profile within competitive sports media.

Camillo must focus on expanding the audience for the sport and can draw inspiration from her close-up experience observing Grammy-winning Parton - with her 'Dollywood' theme park and distinctive merchandise complementing her musical talent building worldwide recognition - is heralded as a beacon of brand-building success.

In the sporting sphere, Camillo can apply her experience gained while leading the business operations for the NHL team professional squad - notably upgrading their Wells Fargo Center to premier venue - and holding financial leadership for the baseball team baseball side.

Her understanding with the commercial sophistication of America's biggest sports - particularly how they unlock supporter base development and draw financial backing through innovation - considered an important factor in her selection.

Her move into women's tennis comes at "a moment of accelerated growth and opportunity"according to the organization.

This is the moment across women's competitions. Revenue generated across women's sport in the past year topped $1bn (£754m) and business analysts forecast reaching $2.5bn (£1.8bn) within six years.

Camillo's mission will be to ensure the organization and athletes - headed by Coco Gauff, Aryna Sabalenka and Iga Swiatek - take a significant slice of the pie.

"We have the biggest women's sports stars internationally and occupy a privileged spot across female athletics," Camillo told.

"In women's competitions, sponsorship, fans and attention are increasing exponentially.

"For most part the challenge for women's sports involves establishing recognition, attracting fans and eyeballs and attention," continued the new leader.

"Our situation varies somewhat - with over five decades of history, with substantial heritage, a billion viewers globally, and including highly visible, best-rewarded players globally."