The WTA has unveiled a bold new brand identity that repositions the tennis court as a stage for athletes to showcase their talents. The shift includes a change from a silhouetted logo to bold lettering, emphasizing athletes' stories. Featuring top stars and promising newcomers, the campaign involves around 70-80 players who shared personal insights about the WTA's significance. CBO Sarah Swanson highlighted the importance of connecting fans with individual athletes, aligning with recent audience growth metrics that underpin this strategic branding shift.
The WTA's new brand identity emphasizes that the tennis court is a stage for athletes, showcasing their powerful and unfiltered performances.
WTA's chief brand officer Sarah Swanson stated, 'People don't fall in love with leagues: They fall in love with athletes and teams... you have to lean into your athletes.'
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