Iga Swiatek in the 2020 Roland Garros Final, Paris, France
Iga Swiatek in the 2020 Roland Garros Final, Paris, France | (Photo by TPN/Getty Images)

Tennis | WTA Rebrand & Tournament Revamp – What it means

  • The WTA commenced their ‘WTA For The Game’ campaign reflecting the shared principles and aspirations of WTA athletes and tournaments
  • ‘Fan-friendly’ reform of tournament naming
ST PETERSBURG, FLORIDA, USA – New year, new logo, new tournament names and a new campaign as the WTA reveal their new look.


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Tournament Alignment

The WTA has worked with the ATP to create consistency and alignment across the sport. From 2021, both Tours will share the same tournament tier naming system t make it easier for fans, but the revised nomenclature is not tied to specific raking points (which will stay the same) or prize money.

  • WTA 1000 (Formerly Premier Mandatory and Premier 5 tournaments)
  • WTA 500 (Formerly Premier 700)
  • WTA 250 (Formerly International)
  • WTA 125 (125K Series)

Micky Lawler, President of the WTA said: “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 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.”

What are the other changes?

The aim of the relaunch is to give the WTA a new corporate identity ‘redefining the organisation’s strength as a collective unit of inspiring athletes and tournaments.’

Along with the relaunch, the WTA has revealed the ‘WTA For The Game’ campaign featuring top players and newer stars, highlighting the driving forces of the sport. With that comes the first new logo design in 10 years.

“The WTA is built on the grit, passion and determination of generations of athletes and tournament promoters,” continued Lawler. “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.”


What will the new season look like?

Details are still being thrashed out for the season to start in Australia, with plans to delay the Australian Open until the beginning of February to allow for the State of Victoria’s strict quarantine rules after the region underwent a strict lockdown to get the coronavirus well under control.


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