The WTA introduces a new corporate identity, redefining the strength of the organization as a collective unit of athletes and tournaments. The launch also reveals a new WTA For The Game campaign that highlights the forces driving the sport, aimed at forging deeper bonds with fans.
The rebranding, which includes the first redesign of the WTA logo in 10 years, coincides with the announcement of a simplified numerical naming system for WTA tournaments. The WTA was founded in 1973 when Billie Jean King rallied her colleagues to form an association that would evolve into what is now a single body represented by athletes and tournaments.
Almost 50 years later, tennis is the world's leading sport for women with 32 countries and regions represented in the WTA Top 100. The sense of sharing and responsibility provided the creative inspiration for the new "WTA For The Game" campaign, developed by the design agency Landor Australia.
The new branding and marketing campaign will be fully integrated across the WTA, including television graphics, print materials, tournament branding, advertising, promotion, and digital and social media.
The WTA gets a makeover, here are the news
The new WTA brand image incorporates a dynamic reworking of the familiar letters W, T and A - with a tennis ball serving as the crossbar of the A - and marks a return to a tennis player's silhouette.
The service action depicted in the logo was emphasized for its literal and figurative meaning for the WTA. The serve is the only shot in tennis where the player is in absolute control and is where the rally starts. The symbol makes subtle references to the global nature of the sport, framing the athlete in a circle that evokes the universal spirit of the WTA platform.
"The WTA is built on the grit, passion and determination of generations of athletes and tournament promoters," said Micky Lawler, WTA President and Head of Marketing. "Our new logo embraces the visual language of tennis and celebrates heroic women who come together For The Game, and we will wear it as a badge of pride and a reminder of the power of unity between strong individuals - by joining forces, we build something more great of ourselves."
The WTA For The Game campaign will be highlighted by multiple consumer touchpoints, including 30- and 60-second commercials and influencer stories that will be broadcast, posted and posted on WTA player, tournament and affiliate channels.
To enhance brand synergy and at the same time create consistency for tennis fans, the tournaments will have access to a variety of marketing materials, aimed at introducing many WTA female athletes. Using the slogan WTA For The Game as a starting point, fans are given new insights into the players' lives as they describe the defining moments that have characterized their tennis.
"From both a sporting and a business perspective, we were inspired by the inherent qualities of leadership, courage and shared goals of the WTA and aimed to provide a brand strategy and visual platform that players and tournaments could use to amplify this powerful message," said Jessica Murphy, general manager of Landor Australia.
“Fans are fascinated by individual skills and athleticism, but they also invest deeply in what motivates these women on and off the pitch. Exploring these driving forces is a key element of the brand." In planning this rebranding, the WTA partnered with the ATP to create consistency and alignment in professional tennis.
Starting in 2021, both tours will share the same level of tournament and nomenclature system to create simplicity for fans and consumers. Moving forward, WTA events will now be classified as WTA 1000 (incorporating the former Premier Mandatory and Premier 5 tournaments); WTA 500 (formerly Premier 700); WTA 250 (international); and WTA 125 (125K series).
The revised nomenclature is not tied to specific ranking points (which remain the same) or cash prizes, it is a categorical system to help define WTA tournament levels.