The WTA announced a rebrand Thursday, and the initial discussion will likely centre on the merits of the new logo, color scheme and mission statement to “rally the world.”
Away from the new design and the soundbites, the governing body of women’s tennis is aiming to put itself at the forefront of women’s sports and culture.
“We are at an inflection point, where we have an opportunity to really strengthen and elevate our global identity,” Marina Storti, WTA Ventures chief executive, said in a phone interview Wednesday. “And for me, it’s about being at the forefront of culture.”
As part of the launch, Grand Slam champions Coco Gauff, Naomi Osaka and Aryna Sabalenka shared advertising spots declaring “this is not a tennis court,” describing the court instead as a stage and a place to express their identity. The WTA post on X announcing the rebrand qualified that statement with “not just a tennis court.”
According to Storti, the WTA wants to help its players “tell stories in a very authentic way so they can build global fandoms and it can help us build global fandom. And really also help us to deepen our commercial partnerships.”
Storti added: “I see this as strategic and commercial. It isn’t just about aesthetics. It’s a fundamental part of the…
