The third edition of the BNP Paribas WTA Finals Singapore presented by SC Global featured first-time champions in singles and doubles, a new year-end singles World No.1 in Angelique Kerber and the crowning of Sania Mirza as the top doubles player of the year. The 2016 Finals also set records off the court thanks to an unprecedented increase in social media engagement.

Dominika Cibulkova’s unexpected run to the final on her tournament debut was experienced by more fans than ever. Compared to the 2015 tournament, Facebook video views were up 571%, engagement on WTA-operated social media platforms increased by 247% and wtatennis.com referrals from social media improved by 167%.

The upsurge in engagement was driven by a ‘social first’ content strategy featuring on and off-court action, humorous player videos, match reporting, opinion editorials, innovative design and behind the scenes video on Facebook Live, Instagram Stories and Snapchat. The best-performing content pieces included the moment Cibulkova won title, a Facebook Live fan Q&A with Indian superstar Mirza, Svetlana Kuznetsova’s on-court haircut and live coverage of the iconic photoshoot, draw and gala dinner.

The increase in exposure was not just limited to web platforms with the 2016 Finals yielding a 4% increase in global TV household reach compared to 2015, thanks to increased exposure in Russia, Germany and Austria.

In addition to Cibulkova’s upset victory over Kerber, Olympic gold medalists Ekaterina Makarova and Elena Vesnina broke Bethanie Mattek-Sands and Lucie Safarova’s 18-match winning streak to lift the Martina Navratilova WTA Finals Doubles Trophy. Mirza finished as year-end World No.1 doubles player for a second consecutive season. Mirza has held the No.1 ranking for 83 consecutive weeks.

Melissa Pine, Vice-President of WTA Asia-Pacific and Tournament Director of the WTA Finals, said, “The Road to Singapore this year has been yet another exciting race to the finish line and the tennis action at the WTA Finals has truly reflected the top quality level of play among the greatest eight of 2016. We are thrilled with how the fans in Singapore and around the world have warmly embraced the event as well as shown their enthusiasm for women’s tennis.”