MELBOURNE: The success of Zheng Jie and Li Na in reaching the Australian Open semifinals will help women's tennis grow and possibly secure a new naming rights deal, the Women's Tennis Association (WTA) chief executive said on Friday.

Zheng and Li were both beaten on Thursday but delighted Chinese fans by reaching the last four of a Grand Slam for the first time. It came as welcome news for WTA Tour Chief Executive Stacey Allaster.

"(We have) two strategic priorities for us to grow the business, (the first) is digital," said Allaster, who held a roundtable discussion with reporters at the Australian Open on Friday. "The other magical area is China.