wta tour logo

Breaking News, Podcasts and Analysis Serving People who Organize, Manage and Host Sports Events

WTA Unveils New Brand Identity and Logo

The move also includes a new naming convention for the tour’s tournaments.

The Women’s Tennis Association has announced a new corporate identity, rebrand and logo, along with new naming conventions for its events to provide more unity with the ATP Tour. As part of the launch, the WTA also revealed a new “WTA For the Game” campaign aimed at creating a deeper fan connection.

The move marks the tour’s first logo redesign in 10 years. The new brand identity and logo were developed for the WTA by design agency Landor Australia and will be integrated into all the tour’s assets, including television graphics, print materials, tournament branding, advertising, promotion and digital and social media.

The new logo includes a rework of the letters W, T and A – with a tennis ball functioning as the crossbar of the A – and marks a return to a silhouette of a female tennis player. The serve action pictured in the logo was given prominence for its literal and figurative significance as the only shot in tennis where the player has absolute control and where the point begins. It also represents the initiative taken by the WTA’s early founders who took control of their destiny when Billie Jean King rallied like-minded players in 1973 to form their own association.

“The WTA is built on the grit, passion and determination of generations of athletes and tournament promoters,” said Micky Lawler , president of the WTA and head of marketing initiatives. “Our new logo embraces the visual language of tennis ad celebrates heroic women who come together ‘For The Game.’ We will wear it as a badge of pride and a reminder of the power of unity among strong individuals – by joining forces, we build something bigger than ourselves.”

As part of the rebrand, the WTA also worked with the ATP to create consistency and alignment across professional tennis by forming a new nomenclature for events. Starting in 2021, both tours will share the same tournament tier and naming system at events. WTA events will be categorized 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).

“Fans really respond to the unified approach which tennis is uniquely able to provide,” said Lawler. “We see it with ticket sales at combined women’s and men’s tournaments, viewership on shared broadcast platforms and the popularity of the ‘Tennis United’ digital content series co-created by the WTA and ATP amidst the challenges of 2020. Adopting this streamlined tournament naming system is 100 percent about making it easier for WTA fans, corporate partners and the media to engage and follow our sport.”

Share this:

Follow us on twitter.

SportsTravel Follow

Breaking News, Podcasts and Analysis Serving People who Organize, Manage and Host Sports Events. Producers of the TEAMS Conference & Expo.

.@gkelite has unveiled the first three leotards in its 2024 @TeamUSA Collection, which the @USAGym athletes will wear this summer at the 2024 Olympic Summer Games in Paris.

The @NHL has approved the sale of the @ArizonaCoyotes to @utahjazz owner Ryan Smith for $1.2 billion, as well as the relocation of the franchise to Salt Lake City starting with the 2024-2025 season.

The @PGA announced today that The Ocean Course at @kiawahresort in Kiawah Island, South Carolina, will host the 2031 @PGAChampionship. Additionally, the 2029 Girls and Boys Junior PGA Championships will be contested at Kiawah Island Golf Resort.

The @FIBA 3x3 season will be collaborating with @KarlLagerfeld with 3×3 players from different teams and countries. It will include a range of events and promotions throughout the season, blending @FIBA3x3 with Karl Lagerfeld’s signature style.

sportstravel

Recent Podcasts

Ron Price: Visit Phoenix’s Big Basketball Push

Scott DeRue: Expanding Ironman’s Global Reach and Enhancing the Athlete Experience

Pickleball and Beyond: The Latest SFIA Sports Participation Trends

Kevin Kilpstein: The Long Play for Squash

Since 1997, SportsTravel magazine has served the sports‐related travel and event industry. It is the only publication written and designed to serve the people who organize, manage and host sporting events of all types at all levels.

• Subscribe to E-Newsletter
• Advertise With Us
• Editorial Calendar
• Sponsored Content

NORTHSTAR TRAVEL MEDIA SITES

• Northstar Meetings Group
• Meetings & Conventions
• Meetings & Conventions Asia
• Meetings & Conventions China
• Successful Meetings
• Meeting News
• Retail Travel
• Travel Technology
• Corporate Travel
• Hotel Investment
• Data Products
• See All Northstar Brands

INDUSTRY PARTNERS

WTA announces rebranding with new tournament names and new logo

In a sign of the growing co-operation between the men’s and women’s tours, the WTA is to rename its main tournaments as 1000s, 500s and 250s from 2021. It has also changed its logo.

The WTA Tour will rename its tournaments in 2021 — a move that will simplify the understanding of the structure of the tour — as part of a rebranding overhaul that was officially announced on Wednesday.

Spanish sports newspaper Marca anticipated the announcement, leaking earlier this week that starting in January the WTA Premier and International tournaments will be restructured and renamed WTA 1000, WTA 500, and WTA 250. The WTA was not immediately available for comment, on Wednesday it confirmed the Marca report.

El circuito femenino copiará a partir del año que viene las categorías de la ATP: WTA 1000, WTA 500 y WTA 250. El anuncio será el 2 de diciembre https://t.co/OJzE0nu60i pic.twitter.com/2pNTWtHrk1 — MARCA Polideportivo (@MarcaTMF) November 27, 2020

Honoring the past, present and future. Welcome to the new @WTA —> https://t.co/0qfpUZJu0A #WTAForTheGame pic.twitter.com/ranb4lGS8t — wta (@WTA) December 2, 2020

Unlike the ATP Tour, the titles do not indicate ranking points awarded or suggest parity with the ATP Tour, but is rather just a sign of the growing cooperation between the men’s and women’s tours.

WTA tournament categories have long been a bone of contention for tennis fans, who have struggled to identify readily with what each one means and the rules associated with each.

The new format is as follows:

• The four “Premier Mandatory” events — Indian Wells, Miami, Madrid and Beijing and the “Premier 5” events — Doha, Rome, Canada, Cincinnati and Wuhan – will become WTA 1000s.
• The Premier events will be WTA 500s.
• The WTA Internationals will now be WTA 250s.

“Fans really respond to the unified approach which tennis is uniquely able to provide,” said Micky Lawler, president of the WTA and head of marketing initiatives. “We see it with ticket sales at combined women’s and men’s tournaments, viewership on shared broadcast platforms and the popularity of the ‘Tennis United’ digital content series co-created by the WTA and ATP amidst the challenges of 2020. Adopting this streamlined tournament naming system is 100 percent about making it easier for WTA fans, corporate partners and the media to engage and follow our sport.”

Start of a merger?

In April, a suggestion made by Roger Federer — initially on Twitter — that it might be time for the ATP and WTA Tours to merge sparked enormous response in the tennis community. Rafael Nadal quickly backed the idea, as did Andy Murray , Billie Jean King, and the majority of top players along with WTA chief Steve Simon and ATP chairman Andrea Gaudenzi — with the two tour heads saying that greater unity would help.

Just wondering…..am I the only one thinking that now is the time for men’s and women’s tennis to be united and come together as one? — Roger Federer (@rogerfederer) April 22, 2020

I am picturing a merger between the WTA and ATP 🤝 https://t.co/qB7oGEhikN — Roger Federer (@rogerfederer) April 22, 2020

Behind the scenes, the two tours have been working much more closely together than in the past and the idea of a merger — in some form — is gaining traction. Earlier this week it was announced that the Mutua Madrid Open will be extended to two weeks, and now we have the renaming of the WTA events.

The WTA’s overhaul is also highlighted by a new marketing campaign (“WTA For the Game”) and a new logo. The new logo marks the tour’s first redesign in 10 years. According to the WTA website, it “incorporates a dynamic reworking of the familiar letters W, T and A — with a tennis ball functioning as the crossbar of the A — and marks a return to a silhouette of a female tennis player…. The symbol makes subtle references to the sport’s global nature, framing the athlete within a circle that evokes the universal spirit of the WTA’s platform.”

#BREAKING : The @WTA has unveiled a new logo, as well as rebranded tournament categories. The new mark, designed with the help of brand consulting firm @Landorglobal , is the first in 10 years for the WTA ( @Bretjust1T ). Free to read: https://t.co/bDbyywcgYr pic.twitter.com/dlim7vfm4q — Sports Business Journal (@sbjsbd) December 2, 2020

“The WTA is built on the grit, passion and determination of generations of athletes and tournament promoters,” Lawler commented. “Our new logo embraces the visual language of tennis ad celebrates heroic women who come together ‘For The Game.’ We will wear it as a badge of pride and a reminder of the power of unity among strong individuals – by joining forces, we build something bigger than ourselves.”

• Also read: Federer calls for merger of ATP/WTA Tour
• Also read: New ATP chief Gaudenzi says tours can work together

Subscribe to our newsletter

" * " indicates required fields

People in this post

More tennis news, tennis majors launches new whatsapp channel: join us now.

Madrid Masters: Carballes Baena reaches second round

“In Australia, I pushed too hard”: Nadal more cautious about his fitness

“I was really, really nervous, I must improve the mental part” – Darwin Blanch on Nadal defeat

“I learnt nothing about my physical state today” – Nadal still undecided on Roland-Garros

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

WTA unveils rebrand including new logo, marketing campaign and alignment of tournament tiers

The WTA has unveiled a comprensive rebrand including a new logo, marketing campaign and alignment of tournament tiers. 

The Women’s Tennis Association WTA has introduced a new corporate identity redifining the organization’s strength as a collective utit of inspiring players and tournaments. 

The rebranding includes the WTA’s first logo redesign in 10 years and coincides with the announcement of a simplified numerical naming system for women’s tournaments. 

The new brand identity and marketing campaign has been developed for the WTA by design agency Landor Australia and will be fully integrated across the WTA, including television graphics, print materials, tournament branding, advertising, promotion, digital and social media. 

The WTA’s new brand image incorporates a dynamic reworking of the familiar letters W, T and A, with a tennis ball functioning as the crossbar of the A, and marks the return of a silhouette of a female tennis player. The serve is the only shot in tennis where the player has the absolute control and where the point begins. 

The logo brings a return of a kinetic energy and makes reference to the sport’s global nature, framing the player within 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. Our new logo embraces the visual language of tennis and celebrates heroic women who come together for “The Game”. We will wear it as a badge of pride and a reminder of the power of unity among strong individuals, by joining forces, we build something bigger than ourselves”,  said Micky Lawler, President of the WTA and head of marketing initiatives.   

The WTA For the Game campaign will be highlighted by 30 and 60 second commercial spots as well as influencer stories that will be broadcast, published and posted across WTA player, tournament and affiliate channels. Fans are provided new insights into the individual narratives of players as they describe the defining moments that have shaped their tennis journey and what gives their game purpose. 

The “For the Game” campaign features a series of videos with in-their-own words storytelling from Naomi Osaka, Madison Keys, Garbine Muguruza, Ashleigh Barty, Petra Kvitova, Barbora Krejcikova, Su-Wei Hsieh, Bethanie Mattek Sands and more players from the tour’s singles and doubles ranks. 

The WTA also worked with the ATP to create consistency and alignment across professional tennis. Both Tours will share the same tournament tier and nomenclature system to create simplicity for fans and consumers starting from 2021. WTA tournaments will now be categorized 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 stay the same) or prize money, it is a categorical system to help define WTA tournament categories.  “Fans really respond to the unified approach which tennis is uniquely able to provide. We see it with ticket sales at combined women’s and men’s tournaments, viewership on shared broadcast platforms and the popularity of the “Tennis United” digital content series co-created by the WTA and ATP amidst the challenges of the 2020 season. Adopting this streamlined tournament naming system is 100% about making it easier for WTA fans, corporate partners and the media to engage and follow the sport”,  said Lawler. 

Plans Underway To Start 2021 WTA Season Outside Australia

Father Of Dayana Yastremska Reveals The Reasons Behind Her Lacklustre Season

You may like

Latest news.

Ex-No.2 Paula Badosa Vows To Continue Career Despite Back Injury

Paula Badosa says she will fight to prolong her career as a tennis player after doctors told her that ‘it would be complicated’ to continue playing. 

The former world No.2 suffered a stress fracture in her back last year and continues to be affected by the issue. Due to the injury, she ended her 2023 season after Wimbledon and has already retired from matches three times on the Tour this season due to health issues. Although not all of those retirements were directly linked to her back problem. Her latest retirement was at the Porsche Tennis Grand Prix where she managed to take a set off Aryna Sabalenka before having to call it quits in the decider. 

Speaking to reporters in Madrid on Tuesday, Badosa confirmed that doctors have told her that she may need to have cortisone shots in order to continue playing tennis. Something the tennis star is still trying to get to grips with. 

“I cried a lot and I’m still crying sometimes when I hear that and when I have talks with the doctors,”  she said.   “But at the same time, I have this personality, this character that it’s like, ‘I will still get through it, I will still keep fighting’. I’m like that, I’m a little bit stubborn. But I think maybe that in this case can help.”

Badosa has won three WTA titles so far in her career with her best Grand Slam performance being a run to the quarter-finals of the 2021 French Open. She qualified for the 2021 WTA Finals where she reached the semi-final stage. 

“Sometimes you just don’t want to accept what the doctor says and you’re like, ‘For sure they’re making a mistake’. I just try to stay positive,”  she continued. “There are some days that I wake up and I’m not feeling that well and I ask myself, ‘Is this worth it?'”

Badosa has undergone four hours of treatment every day heading into this week’s Madrid Open where she will play qualifier Jéssica Bouzas Maneiro in the first round. Maniero recently broke into the world’s top 100 and won the biggest title of her career at a Turkish WTA 125 event earlier this year. 

Rising Star Mirra Andreeva Teams Up With Wimbledon Champion Martinez

Teenage sensation Mirra Andreeva has begun working with a former Grand Slam champion on a trial basis ahead of the French Open.

The 16-year-old has linked up with Conchita Martinez, who is overseeing her run at this week’s Rouen Open in France. Martinez peaked at a ranking high of No.2 during her career and won 33 WTA titles. After retiring from the sport, she has coached Garbine Muguruza and Karolina Pliskova. 

Andreeva’s latest partnership was formed with the help of her agent ‘ two or three weeks ago.’  According to the WTA website, their practice week went well and now they are testing working together during a tournament. 

“So far, so good,”  said Andreeva ,  “I like it, I hope she likes it too. We will see how it will go and then we will decide about our next tournaments. I cannot say there are special aspects we are working on. But the first thing we worked on was my slice, because she was a good slicer. So she told me some tricks, and I’m trying to use it when I have time and a good possibility on court.”

Andreeva is currently ranked 43rd in the world and is the youngest player in the top 100. She has already reached the fourth round of both Wimbledon and the Australian Open but is yet to win a WTA title. So far this year the Russian’s best result was a quarter-final appearance at the Brisbane International. 

Martinez, who also reached the last 16 of a major at the age of 16,  spoke about the teenager  with Ubitennis during last year’s Wimbledon Championships. At the time she pointed out that consistency is key for the youngster.

“The most important thing is that she keeps practising and focusing on what she has to do to get better. It’s great what she is doing now but she has to maintain it,”  she commented.

Andreeva kicked off her campaign in Rouen with a 6-1, 6-3, win over Nadia Podoroska. 

Red-Hot Danielle Collins Ready To Take On Red Clay After Charleston Triumph

Just how good is Danielle Collins?

Right now, she may be as good as anyone on the WTA Tour.

Just think about it. Who’s better?

Winning a seven-round near-major one week on hard courts, then putting together six straight victories the next week on green clay is fairly significant.

Collins didn’t go against a lame duck field in either tournament, especially at the Credit One Charleston Open where she defeated three of the best clay-courters on the tour in Ons Jabeur, Maria Sakkari and Daria Kasatkina, as well as the likes of Sloane Stephens and Paula Badosa. She defeated a Wimbledon champion, Elena Rybakina, on hard courts in the Miami final.

ONLY TWO LOSING SETS IN 28

Collins lost only two of the 28 sets she played in Miami and Charleston.

Of course, second-ranked Aryna Sabalenka and third-ranked Coco Gauff are power players on any surface. But after those two, Collins looks capable of winning anything in sight. It would be interesting to see Collins take on either of those two on Europe’s red clay.

Collins now has played about as brilliantly in these two tournaments as Sabalenka, Gauff or top-ranked Iga Swiatek have played within the last year.

Collins has the type game no one wants to play against right now. She has jumped all the way to 15 th in the world after her success at Miami and Charleston.

COLLINS DOMINANT IN FINAL

Against 2017 Charleston winner Kasatkina in Sunday’s final, Collins was dominant in a 6-2, 6-1 victory. The Russian didn’t have the game to match up with Collins’ power. Collins played to win, and wasted few opportunities.

No one on the WTA Tour attacks more aggressively than the 30-year-old Collins. Short balls end up being a “done deal” when Collins moves in on them and smashes forehands, backhands and lobs away. She nails high back-handed returns of lobs to the corners with the same type of precision she connects with high forehand put-aways inside the court. Few players can hit that type of backhand high volley with such power and precision.

 She also plays the baseline as aggressively as anywhere else, and her serve is solid enough to keep her out of early trouble. Few double-faults find her racket.

LOCKED INTO PROCESS

“I think one of my biggest areas of improvement over the course of the last few weeks has been my concentration and focus and really being locked into my process,” Collins said after winning Charleston.

“These women that I’m playing against, they’re the best in the world, and it’s — sometimes things go your way and then sometimes things don’t go your way, and you have to be open to that when those times do happen.

“I’m really looking forward to getting home (Bradenton, Fla.) and getting some time to spend where I don’t think about tennis, and then hopefully when Madrid comes around I am back in ‘Danimal’ mode. Then it’s back to reality. So it’s like spring break for me. I feel like a kid at spring break.”

James Beck was the 2003 winner of the USTA National Media Award  for print media. A 1995 MBA graduate of The Citadel, he can be reached at [email protected]. 

Madrid Open Daily Preview: Carlos Alcaraz Begins His Campaign for a Third Straight Madrid Title

Joao Fonseca beats Alex Michelsen to win his first Masters 1000 match

Emphatic Win Changes Nothing For Rafael Nadal At The Madrid Open

Naomi Osaka Finding Her Footing Ahead Of French Open

British BJK Captain Keothavong Criticises Emma Raducanu’s Madrid Open Performance

Dominic Thiem Addresses Injury Concern After Claiming First Win Of 2024 In Estoril

Jannik Sinner Wins Maiden Miami Open Title To Secure New Career-High Ranking

Comparing Jannik Sinner To Tennis’ All-Time Greats Is Unfair, Says Coach Cahill

Steve Flink: Jannik Sinner Will Be World Number One By The End Of The Season

Danielle Collins Finally Achieves Her Goal In Last Year Of Career

VIDEO EXCLUSIVE: Danielle Collins Triumphs In Miami As Elena Rybakina Pays The Price For Three Set Marathons

VIDEO EXCLUSIVE: Who Is The Better Player Between Jannik Sinner And Carlos Alcaraz?

(VIDEO) Miami Open Women’s Draw Preview: Is Iga Swiatek Unbeatable?

(VIDEO) Miami Open Men’s Draw Preview: Can Jannik Sinner Bounce Back?

(VIDEO) Carlos Alcaraz Reigns Supreme At Indian Wells, Continues Rivalry With Jannik Sinner

In-Form Jannik Sinner Dismisses ‘Best In The World’ Label

Anastasia Potapova beats Diana Schnaider to reach the second round in Madrid

Carlos Alcaraz Hopeful But Uncertain About Madrid Title Defence

Rafael Nadal Admits Roland Garros Withdrawal Likely Unless Improvement Arrives

Madrid Open Daily Preview: Rafael Nadal Returns to Spain’s Biggest Tournament

Advertising

Wta unveils new logo at year-end championships, joao fonseca wins masters 1000 debut in madrid over fellow teen alex michelsen, adrian mannarino has a clothing sponsor lefty to debut with celio at mutua madrid open, fft to reveal second retractable roof court at roland garros ahead of paris olympics, rafael nadal wins in madrid homecoming, defeats 16-year-old american darwin blanch, dominant coco gauff double bagels arantxa rus in madrid opener, maria sakkari shakes off bjk cup fatigue, brings clear mind to madrid clay, naomi osaka loses in madrid, bows out to liudmila samsonova on clay, geared up: rafael nadal plays out his illustrious career with babolat and nike, china's wang xinyu saves 10 match points in first-round madrid win over viktoriya tomova.

• News ATP WTA ATP Results WTA Results Inside Tennis Interviews Editors Thoughts Tennis Stories Rafael Nadal Roger Federer Novak Djokovic Carlos Alcaraz Serena Williams PTCA College Tennis Tennis Technique
• Ranking Ranking ATP Ranking WTA

WTA presents the new Logo!

he launch also reveals a new WTA For The Game campaign that highlights the forces driving the sport, aimed at forging deeper bonds with fans

WTA launches a new logo and also reveals a new WTA For The Game campaign. 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 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 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. "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.

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," said Jessica Murphy, general manager of Landor Australia.

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.

WTA new life

"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." 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. 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. 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. Today tennis is the world's leading sport for women with 32 countries and regions represented in the WTA Top 100.

• Search forums
• Competitive Tennis Talk
• General Pro Player Discussion

WTA announce a complete new rebrand - new logo, campaign and tournament structure. They will now share the same tournament structure as the ATP.

• Thread starter Aussie Darcy
• Start date Dec 2, 2020

Aussie Darcy

Bionic poster.

• Dec 2, 2020

The WTA (Women’s Tennis Association) introduces a new corporate identity today, redefining the organization's strength as a collective unit of inspiring athletes and tournaments. The launch also reveals a new ‘ WTA For The Game ’ campaign that highlights the driving forces of the sport, aimed at creating deeper fan connections. The rebranding, which includes the WTA’s first logo redesign 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 the support of her like-minded colleagues to form an association that would evolve into what is today a membership body representing two equal-partner constituencies: the athletes and the tournaments. Nearly 50 years later, tennis is the leading global sport for women highlighted by some of the most recognizable names in all of sports, with 32 countries and regions represented in the Top 100 of the WTA Rankings. The sense of collective purpose and empowerment shared by the Tour’s trailblazers and passed on to subsequent generations provides the creative inspiration for the new ‘WTA For The Game’ campaign. Developed for the WTA by design agency Landor Australia, the new brand identity and marketing campaign will be fully integrated across the WTA, including television graphics, print materials, tournament branding, advertising, promotion and digital and social media. New Logo The WTA’s new brand image incorporates a dynamic reworking of the familiar letters W, T and A – with a tennis ball functioning as the crossbar of the A – and marks a return to a silhouette of a female tennis player. The serve action pictured in the logo was given prominence for its literal and figurative significance to the WTA. The serve is the only shot in tennis where the player has absolute control and where the point begins. It also accentuates the fearless initiative taken by the WTA’s early founders who took control of their destiny and blazed a trail for the women of tennis today. The symbol makes subtle references to the sport’s global nature, framing the athlete within a circle that evokes the universal spirit of the WTA’s platform. “The WTA is built on the grit, passion and determination of generations of athletes and tournament promoters,” said Micky Lawler, President of the WTA and head of marketing initiatives. “Our new logo embraces the visual language of tennis ad celebrates heroic women who come together ‘For The Game.’ We will wear it as a badge of pride and a reminder of the power of unity among strong individuals – by joining forces, we build something bigger than ourselves.” Marketing Campaign: ‘WTA For The Game’ The ‘WTA For The Game’ campaign will be highlighted by several consumer touchpoints, including 30 and 60 second commercial spots as well as influencer stories that will be broadcast, published and posted across WTA player, tournament and affiliate channels. To enhance brand synergy while building consistency for tennis fans, tournaments will have access to a range of marketing collateral, with scope to feature a wide array of WTA athletes, to meet their individual promotional needs. Using the slogan ‘WTA For The Game’ as a starting point, fans are provided new insights into the individual narratives of players as they describe the defining moments that have shaped their tennis journey and what gives their game purpose. Furthermore, a series of fan engagement activations will be released as the 2021 season begins. To see the latest brand and campaign stories, visit the WTA’s re-designed website and dedicated ‘WTA For The Game’ landing page here . “From both the sporting and business perspective, we were inspired by the WTA’s inherent qualities of leadership, fearlessness and shared purpose, and aimed to deliver 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 enthralled by individual skill and athleticism, but they also invest deeply in what motivates these head-turning women on and off court. Exploring these driving forces – the similarities and differences – is a key element of the brand.” Revamped Tournament Categories In planning this rebrand, the WTA worked with the ATP to create consistency and alignment across professional tennis. Starting in 2021, both Tours will share the same tournament tier and nomenclature system to create simplicity for fans and consumers. Moving forward, WTA events will now be categorized 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 stay the same) or prize money, it is a categorical system to help define WTA tournament levels. “Fans really respond to the unified approach which tennis is uniquely able to provide,” said Lawler. “We see it with ticket sales at combined women’s and men’s tournaments, viewership on shared broadcast platforms and the popularity of the ‘Tennis United’ digital content series co-created by the WTA and ATP amidst the challenges of 2020. Adopting this streamlined tournament naming system is 100% about making it easier for WTA fans, corporate partners and the media to engage and follow our sport.” Click here to view the WTA’s new logo and ‘WTA For The Game’ landing page. Click to expand...

WTA unveils comprehensive rebrand

Hall of Fame

Gosh, this new logo is not good. Looks like an insect in a scull. They have money but they pay it to wrong PR-people.  

Good to hear that the WTA will restructure their tournament categories in line with the ATP's much more rational definitions. I always found the distinction between Premier Mandatory and Premier unnecessarily irritating and confusing. I could never fully understand what was the equivalent of an ATP Masters 1000 and what wasn't. Thank goodness they will all be singing from the same hymn sheet at last. Just 1 question though: what the heck is a WTA 125? The equivalent of an ATP Challenger?  

Deleted member 743561

They're circling the wagons, boys. We're one step closer to unification of the rival factions. I, for one, am greatly looking forward to the forthcoming contests between man and woman.  

FedFosterWallace said: They're circling the wagons, boys. We're one step closer to unification of the rival factions. I, for one, am greatly looking forward to the forthcoming contests between man and woman. Click to expand...

Mainad said: Good to hear that the WTA will restructure their tournament categories in line with the ATP's much more rational definitions. I always found the distinction between Premier Mandatory and Premier unnecessarily irritating and confusing. I could never fully understand what was the equivalent of an ATP Masters 1000 and what wasn't. Thank goodness they will all be singing from the same hymn sheet at last. Just 1 question though: what the heck is a WTA 125? The equivalent of an ATP Challenger? Click to expand...

MeatTornado

Talk tennis guru.

That logo looks about 20 years out of date  

Deleted member 771911

OMG. Where to begin. The logo looks like when you mess around on those free logo sites. Why is Coco so prominent? It's so lazy to push her at this stage. Where is Serena? Vika? Venus?  

Slowtwitcher

MichaelNadal

Don Draper retired, so we can no longer expect excellence.  

MichaelNadal said: Click to expand...

Weak new logo.  

It's probably hard to signify 'woman' without resorting to a representation. The usage of purple does do such, but it's too subtle for most.  

'WTA for The Game'. Associating women with 'the Game' is interesting.  

Bartelby said: It's probably hard to signify 'woman' without resorting to a representation. The usage of purple does do such, but it's too subtle for most. Click to expand...

Professional

Devtennis01 said: OMG. Where to begin. The logo looks like when you mess around on those free logo sites. Why is Coco so prominent? It's so lazy to push her at this stage. Where is Serena? Vika? Venus? Click to expand...

Slowtwitcher said: Wasn't purple used by the LGBT community before they took over all the colors? Click to expand...

Bartelby said: The suffragettes used purple, so maybe they decided they needed a distinct look. Click to expand...

That website is so...purple, too much of it. Don't like the new logo either. I don't follow the WTA as much, so recategorizing the tournaments to be the same as the ATP will make it easier to follow.  

"The serve action pictured in the logo was given prominence for its literal and figurative significance to the WTA. The serve is the only shot in tennis where the player has absolute control and where the point begins. " they should have made the return of serve the WTA logo, not their weakest stroke..  

Slowtwitcher said: Didn't know purple was the "give white women the right to vote" color!!! Click to expand...

Mainad said: Good to hear that the WTA will restructure their tournament categories in line with the ATP's much more rational definitions. I always found the distinction between Premier Mandatory and Premier unnecessarily irritating and confusing. I could never fully understand what was the equivalent of an ATP Masters 1000 and what wasn't. Thank goodness they will all be singing from the same hymn sheet at last. Click to expand...

AM75 said: Gosh, this new logo is not good. Looks like an insect in a scull. They have money but they pay it to wrong PR-people. Click to expand...

Cashman said: Except that they are not adopting the same points system, so it will just become even more confusing. The reason the ATP names their tournaments as such is because every ATP 1000 is worth 1000 points for the winner, ATP 500s are 500 points and 250s are 250 points. WTA 1000 events will be worth a mix of 900 and 1000 points to the winner. WTA 500s will be worth 470 points and WTA 250s will be worth 280 points. I don’t see the point in aligning the tournament names if you aren’t going to align their points values. Click to expand...

zipplock said: I would love to see this happen. True equality, not fake equality. One tour, one ranking. Click to expand...

Down_the_line

fed1 said: Serena barely plays the regular tour , Venus is on the 18th hole of the back nine of her career and Vika was barely winning matches up until September. The tour should be pushing Simona, Bianca, Barty and Osaka, younger players who have already shown the ability to win on the biggest stages. Click to expand...

Bartelby said: What you are proposing is fake equality, and not true equality. If the Olympics had one event, one ranking there would be virtually no female competitors. Even good old Abe Lincoln would see the problem here? Click to expand...

Italian Stallion

Am I the only one who likes the logo?  

Italian Stallion said: Am I the only one who likes the logo? Click to expand...

Aussie Darcy said: I don't mind it! It's a bit purple but I like the serving motion. I found myself trying to figure out who it looked closest too. Looks a bit like Pliskova, bit like Barty. Click to expand...

Bartelby said: It does have a retro vibe. The AO was 'slammed', pun intended, for changing its serving man logo. Click to expand...

what was the old logo?  

The logo was modeled after Pam Shriver sans Perm-Fro. To me it reminds of old Soviet symbolism. The website looks like a fake/clone. Looks more like a junior high schooler's desing project "Remake your favorite website...." Why not align the points now?  

• Dec 3, 2020

Cashman said: The silhouette is Edberg - prettiest serve of all time. Click to expand...

AM75 said: Gosh, this new logo is not good. Looks like an insect in a scull. They have money but they pay it to wrong PR-people Click to expand...

Shaolin said: No, Sampras has that title by a country mile. Click to expand...

Tennis_Freak99

Red would have looked much nicer  

• Dec 13, 2020

So as a part of the "Re-branding" the "progressive, extremely LGBTQAI+++ friendly" WTA will have a new tournament in Abu Dhabi, where Sharia rules, women are not counted for human beings and people are stoned to death and hanged for being gay. It would look like a "Sex and the City 2", but actually it's pretty sad, that the WTA has no moral issues and takes money from those who are willing to pay without even considering what it could mean.  

jm1980 said: This makes no sense to me. Why bother renaming them at all then? Click to expand...

Subway Tennis

Similar threads.

• May 14, 2019

• Mar 22, 2017

• Forehanderer
• Mar 17, 2021
• Jan 31, 2011
• Aug 11, 2019

Club Guides

Long Island tennis players have great choices when it comes to where to play tennis. We have compiled a list of some of the top clubs and programs with descriptions of what each has to offer. 

Camp Guides

Long Island Tennis Magazine  has put together a Camp Guide showcasing some of the top camps for tennis players. The following camps are great choices for parents who want their children to have a healthy and enriching summer experience while learning the sport of a lifetime.

More Guides

• Digital Edition
• Tennis Expo

WTA Unveils New Logo, Marketing Campaign

The Women’s Tennis Association (WTA) unveiled a new “corporate identity” on Wednesday, part of which includes a new logo and marketing campaign.

According to the WTA:

“The WTA introduces a new corporate identity today, redefining the organization’s strength as a collective unit of inspiring athletes and tournaments. The launch also reveals a new ‘WTA For The Game’ campaign that highlights the driving forces of the sport, aimed at creating deeper fan connections. The rebranding, which includes the WTA’s first logo redesign in 10 years, coincides with the announcements of a simplified numerical naming system for WTA tournaments.”

Click Here to see the full release from WTA and learn more about its new branding image.

March/April 2024 Digital Edition

• Privacy Overview
• Strictly Necessary Cookies

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings.

If you disable this cookie, we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.

Out with the old, in with the new as WTA revamps event categories, changes logo, marketing campaign

The Women’s Tennis Association (WTA) has undergone a major rebrand with the organisation announcing the “WTA For The Game” campaign which they hope will “highlight the driving forces of the sport, aimed at creating deeper fan connections”.

Ten years after its previous logo redesign, the WTA has confirmed a new brand identity and marketing campaign, which will be fully integrated across the WTA, including television graphics, print materials, tournament branding, advertising, promotion and digital and social media.

In a press release the WTA explained the thinking behind the new logo, which incorporates a reworking of the letters W, T and A – with a tennis ball functioning as the crossbar of the A – and marks a return to a silhouette of a female tennis player.

“The serve action pictured in the logo was given prominence for its literal and figurative significance to the WTA. The serve is the only shot in tennis where the player has absolute control and where the point begins.”

“The WTA is built on the grit, passion and determination of generations of athletes and tournament promoters,” President of the WTA and head of marketing initiatives Micky Lawler said.

“Our new logo embraces the visual language of tennis ad celebrates heroic women who come together ‘For The Game.’ We will wear it as a badge of pride and a reminder of the power of unity among strong individuals – by joining forces, we build something bigger than ourselves.”

The “WTA For The Game” marketing campaign includes “30 and 60 second commercial spots as well as influencer stories that will be broadcast, published and posted across WTA player, tournament and affiliate channels”.

As for the new tournament categories, the WTA has aligned itself with the ATP to “create consistency across professional tennis”.

WTA events will from 2021 be categorized as WTA 1000 (the former Premier Mandatory and Premier 5 tournaments); WTA 500 (former Premier 700 events); WTA 250 (International); and WTA 125 (125K Series).

However, the ranking points will stay the same with 1000 points on offer for the winner of WTA 1000 events, 470 for the WTA 500 tournaments, 280 for WTA 250 competitions and 160 in WTA 125 events.

Follow us on Twitter @T365Official and like our Facebook page .

WTA Launches New Logo

The design of the new brand image departs from conventional sport logos by not featuring a figure of a female tennis player, but rather putting the emphasis on the letters W, T, and A. The symbol also incorporates subtle references to the sport: the oval shape of the mark is a reference to both the imprint a tennis ball leaves on the court and to the shape of a racquet, while the yellow circle as the crossbar of the “A” recalls a tennis ball.   The new core brand identity will be fully integrated throughout the WTA and women’s tennis, including in television graphics, print materials, tournament branding, advertising, promotion, and digital and social media in all its forms throughout the 2011 season.   "I think that this is a very exciting time for the WTA with great new sponsors and now the very cool and fresh look and feel for women’s tennis," said World No.1 Caroline Wozniacki.  "I am so proud to be a part of this time for the sport and the players will definitely have a greater connection to the fans through the new brand." Earlier this year, Sony Ericsson, the WTA’s title sponsor since 2005, renewed its partnership with the sport in the role of lead global sponsor in lieu of title sponsor, providing women’s tennis the opportunity to reestablish its core identity.  During the course of 2010, the WTA has renewed both Sony Ericsson and Travelex and signed new partnerships with Oriflame, a Swedish cosmetics company and Peak, a Chinese apparel brand.

Latest News

MORE TENNIS THAN YOU'LL EVER NEED

• Novak Djokovic 110
• Genie Bouchard 104
• Félix Auger-Aliassime 101
• Denis Shapovalov 87
• Roger Federer 87
• Bianca Andreescu 80
• Rafael Nadal 74
• Final results
• Promotion and marketing
• Analysis: WTA “new brand identity” has new logo, but familiar marketing

Heading into the 2021 chapter of a worldwide pandemic probably is not the luckiest landscape in which to roll out a rebrand.

But as a challenging season finally ends, why not begin 2021 with new hope, and a fresh look?

And so, the WTA rolled out its “new corporate identity” Wednesday morning.

A design agency called Landor Australia came up with the Tour’s first logo redesign in a decade.

And, in a welcome change that might help more casual fans understand professional tennis, the tournament categories have been renamed to match those of the ATP Tour.

ATP and WTA tiers now name-samed, but far from equal on prize money

The new marketing campaign is called “For The Game”.

Here’s the marketing language on the new logo – or brand image, as they call it:

“The WTA’s new brand image incorporates a dynamic reworking of the familiar letters W, T and A – with a tennis ball functioning as the crossbar of the A – and marks a return to a silhouette of a female tennis player. The serve action pictured in the logo was given prominence for its literal and figurative significance to the WTA.

The serve is the only shot in tennis where the player has absolute control and where the point begins. It also accentuates the fearless initiative taken by the WTA’s early founders who took control of their destiny and blazed a trail for the women of tennis today. The symbol makes subtle references to the sport’s global nature, framing the athlete within a circle that evokes the universal spirit of the WTA’s platform.

“The WTA is built on the grit, passion and determination of generations of athletes and tournament promoters,” said Micky Lawler, President of the WTA and head of marketing initiatives. “Our new logo embraces the visual language of tennis and celebrates heroic women who come together ‘For The Game.’ We will wear it as a badge of pride and a reminder of the power of unity among strong individuals – by joining forces, we build something bigger than ourselves.”

“WTA For The Game”

This will be the theme for the WTA’s new marketing campaign. So here’s the blurb on that.

The ‘WTA For The Game’ campaign will be highlighted by several consumer touch points , including 30- and 60- second commercial spots as well as influencer stories that will be broadcast, published and posted across WTA player, tournament and affiliate channels. To enhance brand synergy while building consistency for tennis fans, tournaments will have access to a range of marketing collateral , with scope to feature a wide array of WTA athletes, to meet their individual promotional needs.”

(Lotta buzzwords in there)

Fans are going to be getting “new insights into the individual narratives of players as they describe the defining moments that have shaped their tennis journey and what gives their game purpose.”

Ad spots pretty spot-on

This 30-second spot is actually really great.

The only off-note is the narration, which is not done not with a neutral accent but an extremely American-sounding one. Given that nine of the top 10 and 17 of the top 20 players on the U.S.-based WTA Tour are not American, it seems a bit limiting – unless you got someone like Serena Williams to do it.

Here’s the 60-second ad.

There’s a lot going on in these 60 seconds. Perhaps the challenge here, for those who aren’t already diehard WTA fans, is that the vast majority of the new fans the tour wants to see it and embrace it will have no idea who the vast majority of these players are.

The Ferry Black font – all caps, too – used in the hashtag and in the campaign is stern – squared off, not particularly warm and not overly married to the logo. But as it gives the WTA Tour’s website a welcome different look (in style if not in user-friendliness), it will be easy to adjust to.

Market individuals, or a collective?

Since time immemorial, tennis – an individual sport – has been built upon star power.

It’s been the Big 3 on the men’s side, or Serena Williams and Maria Sharapova on the women’s side. Even, for a time five years ago, a player like Genie Bouchard attracted huge crossover attention to women’s tennis from places far outside the regular sphere.

This campaign feels as though, in part, the WTA Tour has decided to focus on the collective. It might be a necessity, since none of the current generation has shown an ability to consistently be front and centre at every big tournament.

Some individual feature videos have already been posted up on the website: Iga Swiatek, Madison Keys, Elena Rybakina, Hsieh Su-Wei, Timea Babos and Garbiñe Muguruza.

They are well done, many including vintage photos from when they were little girls.

Time lag means some obsolescence

The footage for most of these features was done at Indian Wells last March, before the cancellation of the tournament and afterwards.

Even 2019 US Open champion Bianca Andreescu, who wasn’t playing the tournament (and didn’t play all year), made her way there for the shoot.

But when these features are seen as the 2021 season begins – whenever that is – all of the outfits will be a year old. And, in some cases, the players will already have changed clothing sponsors. And in the case of players who never made it on site to Indian Wells this year, some of the material could be two years old.

The WTA tour already went through that in 2019 when they shot all of emerging superstar Naomi Osaka’s promo stuff at Indian Wells. She was wearing adidas then. Less than a month later, she announced a major deal with Nike.

The quick photo they took of her in generic Nike didn’t fit, stylistically, with the rest of the campaign.

How to break out new stars?

The challenge in 2021 will be to try to build campaigns around individual players. Australian Open champion Sofia Kenin remains obscure outside the women’s tennis bubble. Poland’s Iga Swiatek, who won Roland Garros, is just arriving.

Osaka is being built up as a global star (with the sponsorship portfolio to match). But she didn’t shine early in 2020. And then the tennis world stopped for five months. After that she won the US Open behind closed doors. And then she didn’t play the rest of the year.

World No. 1 Ashleigh Barty has not played since February. Andreescu – posed to be the next breakout star – has not played since Oct. 2019.

And in the challenging business of competing for eyeballs, out of sight for that long is definitely out of mind.

Unsolicited suggestion – more teamwork

What would we like to see, going forward? A little more interaction between the players.

The locker-room atmosphere, overall, appears to be improved from even a few years ago. For the most part.

And there are players who have developed genuine friendships and … have fun together. It would be a great message to send: that a solitary, individual sport can also be a bonding, supportive exercise.

Not to lay it on TOO thick, mind you. No one would buy it. 🙂

But maybe that type of thing is in the plans, as the players eventually get together in one place.

A long time coming, baby

This rebranding – the new logo and nomenclature – had been in the works for awhile.

The original plan was to roll it out at the end of last year.

Perhaps there were plans to bring it out at some point earlier in 2020.

Unfortunately, the pandemic took care of that.

That this extensive new campaign was created at all was a pretty good indication that all of the time and effort spent on the 2019 campaign did not result in the engagement the WTA Tour was looking for.

“It Takes” – the 2019 campaign

It feels like just a few months ago that the previous WTA marketing campaign was announced. In fact, it was the middle of 2019. And even that was not so long ago.

It was called “It Takes ..”

The switch from gradients of fuschia to an all-purple logo looks as though it was actually supposed to happen in 2019. But in the end, we didn’t see it.

The 2019 “It Takes” rollout was originally planned for early in the season. And then, it was to be around the Miami Open – a big tournament in a big American market – with the notion that the ideal length would be two seasons to give it time to penetrate the sporting consciousness.

Short-lived campaign

In the end, it was rolled out in mid-May 2019 . There has been less than a year of tennis since then.

“It Takes …” seemed to tick some of the same marketing objective boxes as the new campaign although it didn’t pay tribute to the Original 9, as the new one does.

But it came and and went without a trace. It just didn’t take off, after all that work.

And yet, some of its elements are repeated in the new rebranding.

This ad, with a voiceover by Mary Carillo, was pretty good.

Some of the features – the goal of which was to tell the players’ stories – were somewhat awkward and one-dimensional.

But the idea behind them looks pretty much like what was rolled out Wednesday, about the “individual narratives of the players”.

So you’d have to assume that the goal this time is to make them more compelling. Because the fact that they’re doing it again clearly indicates they feel this is the way forward to gain more purchase for the Tour.

Generating memes – and not nice ones

The other problem with the “It Takes …” tag line was that it led to all sorts of internet memes.

Some of them were funny; some were mean and sometimes disrespectful . But when fans are mocking your campaign almost from the get-go, it’s probably a sign (Source: “The Dark Blue”/TennisForums.com)

The “It Takes … ” campaign added various words onto the main slogan.

There was “It Takes Bravery”, “It Takes Strategy”, “It Takes Vision” , and more.

The graphics for these featured various WTA Players, photographed in black and white, mostly smiling, with the slogan to their left.

The new campaign does almost exactly the same thing. Which is going to make it ripe for the meme treatment again.

“For the Dreams”. “For the Fight”. “For the Glory”

The photos are in colour this time, shaded in a purple-like filter, with the women shot from the side.

Naomi Osaka (“For the Next Generation” looks slightly annoyed.

Qiang Wang (“For the Pride”) looks unrecognizable.

Kiki Bertens “For the Inspiration” looks startled. You can see the first 10 here .

As for the stunning Petra Kvitova, we’re not even sure … what they did to her. The photo they use either looks like the “turn to the side” part of a police mugshot. Or, worse, a photo of the Madame Tussaud’s wax museum version of herself.

Mostly, the women aren’t playing tennis. They don’t look like they’re doing … anything. And they don’t look particularly happy while they’re doing nothing.

This sameness, and those close-up shots, was another criticism of the “It Takes …” campaign. And nothing’s changed.

If it felt as though the return of a woman in the trophy serving position to the logo was going to mark a return to emphasizing the sports side, this part of the campaign did not follow along.

Can a marketing campaign be a game changer?

The WTA has always struggled with how to market its players.

These fantastic, accomplished women are the best in the world at what they do, playing the biggest women’s sport on the planet. That would seem to be sellable. But no one seems to have yet found the right message, or mixture of messages, to truly show them in the best light.

They’ve struggled to decide whether they were going to target a female audience, a male audience, or a sporty audience. And there probably isn’t one approach that will appeal to all three.

Glam … or athletic? The eternal dilemma

If they style and make up the women to the nines to go for “glamour”, they get criticized for objectivizing them and downplaying their athletic side.

If they went in the completely different direction, people would criticize the athletes for looking too … sweaty. It’s a no-win.

The photo shoots that have taken place at Indian Wells the last few years have been an exercise in heavy makeup and styling. Some of the women are barely recognizable.

Perhaps that’s in large part because we’re used to seeing them in their element: sweaty, pony-tail flying, working hard. And given they’re all young, fabulous and fit, many of them actually look better and more at ease in their natural element. No makeup needed.

“Strong is … Beautiful” – 2012

Who can forget the 2012 marketing campaign, with the tag line “Strong is Beautiful?”

The ad featured various celebrities … including current U.S. president Donald Trump. It also included Caroline Wozniacki’s now ex-boyfriend, Rory McIlroy.

Yup. Enough said.

Preaching to the converted

In the end, the strength of the new message will depend on who they can spread it to.

According to the press release, the new campaign will be “broadcast, published and posted across WTA player, tournament and affiliate channels.”

What that sounds like is that it will mostly come before the eyes of those who already are women’s tennis fans.

View this post on Instagram A post shared by Bianca Vanessa🦋 (@biancaandreescu_)

If you’re scrolling Osaka or Simona Halep’s Instagram feed, or a tournament’s Twitter account, and come across these photos and videos, there’s about a 100 per cent chance that you already love women’s tennis.

The marketing elements will be used by the tournaments themselves for promotion. But the material itself is not materially (pardon the pun) different from what they had to work with, with the previous campaign.

Next-level advertising costly

To truly penetrate the sporting landscape and bring women’s tennis out of what remains a niche following is a challenge. It would require ad placements during the broadcasts of other sports. Or, additionally, during television shows that are targeted towards a female demographic.

But ad buys of that scope are … very expensive.

And with the pandemic having brought significant financial challenges to an organization that already wasn’t excessively healthy, that type of strategy is way out of range.

Now that the WTA has unveiled this, we will have at least a month where there is … no tennis at all going on.

So the key will be to try to sustain the momentum of the rebrand through the off-season and into 2021 – whenever the season does finally start.

About Post Author

Stephanie Myles

See author's posts

More Stories

• Ranking Reports

WTA Rankings Report – As of April 22, 2024

• Madrid- M1000
• Schedules/results

ATP Madrid – Monday, April 22, 2024 final results

• Madrid - WTA

WTA Madrid – Monday, April 22, 2024 final results

WTA Tour gets a new logo

The new mark is designed to serve as a distinctive and modern reminder of the captivating athleticism and excitement that has driven the international popularity and growth of women’s professional tennis and placed it firmly at the nexus of sport and entertainment.

“For close to four decades the WTA brand has stood for premium athleticism and entertainment on a global stage,” said Stacey Allaster, Chairman and CEO of the WTA. “The WTA identity unveiled today is intended to be a modernized presentation of our logo that is both functional and effective for our partners and members across all forms of media.”

To create its new logo, the WTA enlisted Chermayeff & Geismar, a leading global brand design firm behind many of the world’s most recognizable trademarks including Chase, Mobil, NBC, PBS, Armani Exchange, National Geographic, and Barney’s New York, among others.

“By diverging from the expected approach of featuring an image of an athlete, we created a mark that is unusual in professional sports, and its appropriately bold identity will over time come to recall the incredible athletes that represent women’s tennis,” said Chermayeff & Geismar Partner and designer Tom Geismar.

The design of the new brand image departs from conventional sport logos by not featuring a figure of a female tennis player, but rather putting the emphasis on the letters W, T, and A. The symbol also incorporates subtle references to the sport: the oval shape of the mark is a reference to both the imprint a tennis ball leaves on the court and to the shape of a racquet, while the yellow circle as the crossbar of the “A” recalls a tennis ball. The new core brand identity will be fully integrated throughout the WTA and women’s tennis, including in television graphics, print materials, tournament branding, advertising, promotion, and digital and social media in all its forms throughout the 2011 season.

Related Posts

You agree to our Terms of Service . Upload only your own content. We only accept high quality images, minimum 400x400 pixels. They must be uploaded as PNG files, isolated on a transparent background

Only submit family-friendly mainstream content, no adult stuff please. Images that are inappropriate for young audiences or may be considered offensive will not be accepted.

• 🇧🇷 Portuguese (Brazilian)
• 🇨🇳 Chinese (Simplified)
• 🇮🇩 Indonesian

Download WTA Tour logo transparent PNG

• icons logos emojis
• tennis tournaments

License: Free for personal use only. Commercial usage: Not allowed. The products or characters depicted in these images are © by their respective authors.

Similar Tennis Tournaments PNG clipart ready for download

• Upload Logo
• Sign Up
• Most Popular

Wta Logo PNG Vector

Wta logo png icon vector. we have 8 free wta logo png, transparent logos, vector logos, logo templates and icons. you can download in png, svg, ai, eps, cdr formats..

WTA 2020 Logo

WTA Tour Logo

WTA Travel Services Logo

wta, comunicacao Logo

• Where to watch in the US
• Where to watch in New Zealand
• How to watch from anywhere
• How to watch with a VPN

Where to watch the Madrid Open: Live stream the 2024 tennis tournament

When you buy through our links, Business Insider may earn an affiliate commission. Learn more

The next stop on the ATP and WTA Tours has started, and this one takes players to the clay courts of Madrid. The tournament just kicked off earlier this week and will run until May 5. We've put together everything you need to know about the tournament, including where to watch the Madrid Open live streams.

Carlos Alcaraz holds the men's singles title for the 2022 and 2023 tournaments and is attempting to make history this year by winning his third Madrid Open in a row. 2024 has brought the tennis star some ups and downs. After winning Indian Wells and making it to the Miami Open quarterfinals, Alcaraz had to miss the Monte-Carlo Masters due to an arm injury. He is scheduled to return to the court in a match on Friday.

Whether you've been following the ATP and WTA Tours closely or you're just hoping to see if Alcaraz can pull off another victory, we've got you covered. Keep reading to see all of the watch options for the tournament, whether you have cable or you're looking for a live streaming alternative.

• See also: How to watch NBA Playoffs | How to watch NHL Playoffs | How to watch MLB

Where to watch Madrid Open in the US

As is the case with most of the major ATP Tour events, the Madrid Open will air live on the Tennis Channel in the US. For cord-cutters, this means it's time to check out a live TV streaming package like Sling TV and Hulu + Live TV. 

When it comes to Sling TV , you'll need to select a base plan and add the Sports Extra option. Sling plans start at $40 a month, and the Sports Extra add-on (which carries the Tennis Channel) costs an additional $11 a month, so you'll be paying $51 a month in total.

For just the essentials without any extra fluff, Sling TV is the streaming service you're looking for. It's more customizable than other plans, with three options you can choose from, so you pay for only what you need. New members get their first month for $25 off.

Hulu + Live TV will be the more expensive option for you today, but it comes with regular Hulu, ESPN+, and Disney+ bundled in. Hulu + Live TV subscriptions start at $76.99, and you'll need to opt for the Sports Add-on for $9.99 a month to get the Tennis Channel. In total, you'll be paying $86.98 a month. The base Hulu + Live TV plan currently offers a three-day free trial, but this won't give you free access to the Sports Add-on. 

Hulu + Live TV includes over 90 channels, along with Hulu's on-demand library and access to Disney Plus and ESPN Plus. Adding live TV drives up the price significantly, but it's a rolling one-month contract that you're free to cancel at any time. As live TV services go, though, this is one of the best.

Where to watch Madrid Open in New Zealand

Select Madrid Open women's matches will air on TVNZ in New Zealand starting Sunday, April 28. WTA Tour matches will be available to stream, including the round of 32, round of 16, quarterfinals, semifinals, and final. You just need to create a free account to sign up.

How to watch Madrid Open from anywhere

If you'll be traveling outside the US for any must-see matches, you can still access your live TV subscriptions using a VPN. Short for virtual private networks, VPNs are handy ways to temporarily alter your virtual location so that your devices can access websites and apps that might not be available in certain countries.

Since the live TV services we've recommended require US forms of payment, this suggestion is best for Americans who are simply away from home and hoping to use their existing subscriptions. Later in the tournament, you can set your VPN to New Zealand to access the TVNZ streams of select women's matches.

If you want to try out a VPN, our go-to recommendation is ExpressVPN . It's straightforward, beginner-friendly, and comes with a 30-day money-back guarantee. Looking to learn more? Check out our ExpressVPN review and keep reading to learn how to use it.

With its consistent performance, reliable security, and expansive global streaming features, ExpressVPN is the best VPN out there, excelling in every spec and offering many advanced features that makes it exceptional. Better yet, you can save up to 49% and get an extra three months for free today.

How to watch Madrid Open with a VPN

• Sign up for a VPN if you don't already have one.
• Install it on the device you're planning to watch on.
• Turn it on and set it to a US location.
• Sign up for one of the live TV streaming packages with a US form of payment.
• Select the Tennis Channel and enjoy the competition.

Note: The use of VPNs is illegal in certain countries, and using VPNs to access region-locked streaming content might constitute a breach of the terms of use for certain services. Insider does not endorse or condone the illegal use of VPNs.

You can purchase logo and accolade licensing to this story here . Disclosure: Written and researched by the Insider Reviews team. We highlight products and services you might find interesting. If you buy them, we may get a small share of the revenue from the sale from our partners. We may receive products free of charge from manufacturers to test. This does not drive our decision as to whether or not a product is featured or recommended. We operate independently from our advertising team. We welcome your feedback. Email us at [email protected] .

• Main content

About WTA's Privacy and Cookie Policies

We use cookies to provide our services and for analytics and marketing. To find out more about our use of cookies and how you can disable them, please see our Privacy Policy. By continuing to browse our website, you agree to our use of cookies. Click here to find out more info.

By the numbers: Gauff wins 6-0, 6-0 in Madrid second round

2024 Madrid

• Facebook Facebook Share via Facebook
• Twitter Twitter Share via Twitter
• WhatsApp WhatsApp Share via WhatsApp
• Copy Link Copy Link Share via copy URL copied

American Coco Gauff needed just 51 minutes to win her opening match at the Mutua Madrid Open on Thursday, as she didn't lose a game in a 6-0, 6-0 victory against Arantxa Rus of the Netherlands. 

The win marks the first Hologic WTA Tour-level main-draw victory of Gauff's career in which she did not lose a game. She previously lost just one game in a tour-level main-draw match four times in her career, and last year, she did that twice -- against Ons Jabeur at the WTA Finals and Yulia Putintseva in Rome.

"I played really well today. She's a great, tough opponent, especially on clay, but it was just one of those days for me," Gauff said afterwards. "Oh-and-oh, I've never done that before, I'll probably never do it again.

"I knew how she was going to play. I know she grinds, puts a lot of balls in court, and likes to play heavy -- but I just felt like those are things that I can do well too. I felt like I could step in more, and having that match against Brenda [Fruhvirtova, Rus' first-round opponent] to scout her kind of helped."

Read on for more notable numbers from Gauff's milestone victory. 

18 : Gauff lost just 18 points in the 12 games of the match: eight in the first set, and 10 in the second set. But Gauff only won three of the 12 games at love, including the match's final game. 

3 : The 20-year-old is the third player to score a 6-0, 6-0 main-draw win at the Mutua Madrid Open: Victoria Azarenka beat Vera Dushevina by such a score in 2011, and Simona Halep won against Viktoria Hruncakova in 2019. 

She's also the third player to win a 6-0, 6-0 match in any tour-level main-draw match in 2024. Aryna Sabalenka recorded the scoreline against Lesia Tsurenko in the third round of the Australian Open, and Renata Zarazua defeated wild card Mariana Isabel Higuita Barraza in the opening round in Bogota.

Moving 🔛 @CocoGauff | #MMOPEN pic.twitter.com/3kt79u4aQ3 — wta (@WTA) April 25, 2024

4 : The American saved all four break points she faced in the match, all of which came in the second game of the second set. That game went to deuce three times before Gauff won it. 

6 : Conversely, Gauff converted six of the seven break point chances she created for herself.

72 : Even though Rus landed 72% of her first serves in the match, Gauff won 75% of the points played in Rus' service games. 

10 : Rus, 33, has now lost her last 10 matches against Top 10 opponents. She owns a career-record of 2-13 against such players, with her last win against that caliber of opposition coming against Samantha Stosur at Wimbledon in 2012.

14 : In the 12 games, Gauff hit 14 winners to 10 unforced errors. On the other side, Rus hit just two winners to go along with 15 unforced errors. 

Latest Galleries

Great Escapes 2024: Winning from match point down

Photos: All of 2024's three-hour matches

Photos: Snapshot of Iga Swiatek's 100 weeks at No.1

Latest articles, swiatek eases past wang xiyu in madrid, sets sights on missing clay title, samsonova outlasts osaka in madrid second round, on home soil, sorribes tormo grinds past svitolina in madrid, vote: which was your favorite point of the madrid first round, latest videos.

Fernandez tops Potapova to make Madrid third round

The official app of tennis is here. download now, sign up to the wta newsletter.

Get official communications from the WTA and ATP, delivered straight to your e-mail! We’ll keep you informed on all you need to know across the Tours, including news, players, tournaments, features, competitions, offers and more.

Will be used in accordance with the WTA Privacy Policy and the ATP Privacy Policy .

In Conversation: Paula Badosa goes deep on the uncertainty of her career

Paula Badosa reveals the tough news she received from doctors after she was forced to withdraw from Indian Wells due to her ongoing back issue. Despite the strain and pain, both physical and mental, the former World No.2 isn't ready to give up just yet.

Title Partner

Global partners, follow wta on social.