Steve Simon, director and chief operating officer of the prestigious Indian Wells tournament, is the new chief executive officer of the Women's Tennis Association.

"Steve Simon, with his successful career leading one of tennis' most prestigious tournaments, is the perfect person to run the WTA," the circuit's board of directors said in a prepared statement.

"Steve produced results, pursued excellence and he kept innovating, making the fan experience even better. He has a very clear vision for the sport and is held in high regard by all."

Simon has run the Open at Indian Wells since 2004.

The combined WTA Premier Mandator and ATP Masters event is the biggest two-week combined event outside of the Grand Slams and is the most attended WTA and ATP World Tour tournament in the world.

"I am humbled and at the same time very excited about the opportunity that has been presented to me by the board," Simon said.

"I will be focused on building upon the successful platforms that have been put in place by my predecessors, Stacey Allaster and Larry Scott, with a sole focus on driving excellence and innovation, while creating a premium experience for the fans."

World No 1 Serena Williams, who boycotted Indian Wells for a number of years after she and sister Venus were jeered by fans, said Simon had been supportive when she opted to return to the tournament this year.

"I know how much he cares about the opinions of the players. He's a good listener and he has our best interests in mind," Williams said of Simon.

The WTA's new chief executive was also praised by Russian superstar Maria Sharapova and former world No 1 Caroline Wozniacki of Denmark.

Simon will begin his duties immediately as he also winds down his role at Indian Wells. It is anticipated he will be full-time with the WTA by Nov 30.

Allaster stepped down as the WTA Tour's chief executive on Sept 22 after spending six years in the job.

The 52-year-old Canadian said the 2013 death of Brad Drewett, the former ATP Tour chief executive and her brother-in-law, had pushed her to devote more time to her family.

Under Allaster's leadership, the WTA expanded its use of technology and deepened its reach in Asia, championing equal prize money for women at all four Grand Slams and a "roadmap" that doubled WTA prize money offerings.

(China Daily 10/07/2015 page12)