Women's Tennis Association (WTA) chief Steve Simon has said he is willing to lose hundreds of millions of dollars worth of business in China if tennis player Pend Shuai is not fully accounted for and her allegations are not properly investigated.

"We're definitely willing to pull our business and deal with all the complications that come with it," Simon said in an interview Thursday with CNN. "Because this is certainly, this is bigger than the business," added Simon.

"Women need to be respected and not censored," he observed.

Also read:  China shocked as tennis star Peng accuses ex-Vice Premier Zhang of forcing her to have sex with him

His statement came on a day when tennis legend Serena Williams joined World No 1 Novak Djokovic, Naomi Osaka and tennis greats Billie Jean King and Chris Evert in coming out strongly to support Peng Shui.

"I am devastated and shocked to hear about the news of my peer, Peng Shuai," former world number one Williams wrote on Twitter.

"I hope she is safe and found as soon as possible. This must be investigated and we must not stay silent."

The WTA has sought proof that Peng, 35, is safe as she has gone missing ever since she accused former Vice Premier Zhang Gaoli, 75, of forcing her to have sex with him at his home.

Simon has cast doubts over the authenticity of an email, purportedly sent to him and other WTA officials by Peng, claiming that she is safe and well, which has been posted on Chinese state media.

Simon said that he had a "hard time believing" the email was written by Peng.