The organization overseeing women’s professional tennis around the world is hoping fans and players alike will rally around their new brand identity.
The Women’s Tennis Association (WTA) rolled out the new identity — which they say is “bigger, bolder and built for the future” — on their website and social media channels on Thursday, February 27.
Honoring the WTA’s history, the brand now redefines the WTA’s mission in order to shape its future. With the call to Rally the World, the WTA signals its intent to captivate fans, forge new heroes, inspire generations and leave a legacy through the power of tennis. In the launch campaign for the new brand, many of the WTA’s top players tell their authentic stories of what drives their own mission to Rally the World, reinforcing that the WTA is both a sports arena and a stage for greatness.
— WTA press release
The centerpiece of the new identity is a new WTA logo, featuring slanted letterforms and a tapering, swooping crossbar in the A.
The main logo can be combined with other elements and typography for specific logos, like those for the association’s tour and rankings. New onsite branding will debut at the BNP Paribas Open at Indian Wells, starting on March 2, and new broadcast graphics featuring the logo will roll out on March 5.
“The WTA has the largest global reach in women’s sport. The competitive landscape of sports and entertainment coupled with the ever-increasing momentum in women’s sport, create the perfect time to stand tall and take our leadership position alongside our incredible athletes and tournaments. This bold new brand provides a distinct and powerful voice to tell our stories and showcase the WTA as the global sports and entertainment brand where women’s tennis shines. We invite our fans around the world to join us as we rally the world and break even more boundaries in the years to come.”
— Portia Archer, WTA CEO
The new brand identity was developed by WTA Ventures, the WTA’s commercial division, in collaboration with branding specialists ChapterX and Nomad Studio. “The project has drawn on insights from athletes, fans and partners with the ambition to increase engagement, elevate players and drive long-term value,” the WTA said in a press release.
The WTA hopes the new brand will capitalize on momentum that has been building behind women’s tennis. In 2024, onsite attendance at WTA Tour events rose by 15%; the association’s social media audience grew by 25%; and their cumulative global audience grew by 10% to reach a record 1.1 billion people on television and streaming platforms.
Alongside the new brand, some of the top women’s tennis players in the world are sharing their personal stories in new ads airing on TV and digital platforms. Players participating include Coco Gauff, Ons Jabeur, Naomi Osaka, Zheng Qinwen and current world No. 1 Aryna Sabalenka.