The WTA women’s tennis tour has launched a rebrand to signal the next chapter in its quest to promote itself as a leader in sports and entertainment.
The rebrand includes a fresh logo and advertising campaign centered around the slogan “Rally the World,” which the WTA hopes will bring greater brand awareness and boost commercial growth.
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The project has been developed over the past year by WTA Ventures, the commercial wing of the WTA, in collaboration with creative agencies ChatperX and Nomad Studio. The advertising campaign, meanwhile, was led by the Brothers & Sisters agency.
WTA Ventures chief executive Marina Storti has said: “As we look ahead to a new era, our mindset is all about pushing forward, finding our edge, and elevating our impact as the home of women’s tennis.
“The project to reintroduce the WTA brand has been one of our biggest priorities since the launch of WTA Ventures, and we’re energized by the opportunity to ignite excitement for the biggest stars and stages of tennis.”
The WTA’s new logo has kept elements of its previous look as a nod to the tour’s history, including its dark purple palette, but updated its backdrop to a striking electric green to highlight its future and next generation.
The advertising campaign, meanwhile, will see 30 and 60-second spots aired on WTA digital channels and media networks, featuring top players Coco Gauff, Ons Jabeur, Naomi Osaka, Aryna Sabalenka, and Qinwen Zheng, and others.
It will also feature during broadcasts and through on-site branding starting with the BNP Paribas Open at Indian Wells on March 2.
The rebrand comes at a time of strong growth for the WTA. During the 2024 season, on-site attendance at WTA events increased by 15%, while the cumulative global audience grew by 10% to a record 1.1 billion on television and streaming platforms.
The WTA also saw its followers across its social channels increase by 25%.
WTA chief executive Portia Archer added: “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.”
The move comes almost two years after WTA Ventures was formed as part of a strategic partnership between the WTA and the CVC Capital Partners fund. It now oversees the commercial and media operations of the tour.
At the end of last year, WTA Ventures said it expects to increase commercial revenue for the women’s tour by 24% in its first full year (the wing was established in March 2023) which will put it on track to “achieve its long-term goal of tripling commercial revenue over the six years between 2023 and 2029.”
2024 also saw Saudi Arabia's Public Investment Fund (PIF) become a major global commercial partner of the WTA.
