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

WTA Tour
New WTA logo

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.”

New WTA logo

“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.

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