"How you can come up with this": WTA’s rebrand faces first criticism from a former top-10 player

The launch of the WTA’s new branding, featuring a rebrand and a fresh green logo for the Tour, has started to generate reactions in the tennis world. On Thursday, the WTA unveiled its new logo and colour scheme, accompanied by the slogan "Rally the World."

According to the organisation, the goal is to elevate the WTA’s presence and influence in the world of sports and entertainment. Following significant growth in the 2024 season, the WTA is looking ahead with a fresh identity that has already begun appearing on social media and will be integrated into tournament broadcasts starting next week at Wimbledon.

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Several WTA stars took part in the launch campaign, including Iga Swiatek, Coco Gauff, Zheng Qinwen, Mirra Andreeva, and others.

However, one WTA player, former world No. 10 Kristina Mladenovic, voiced her criticism of the new logo on social media. The 31-year-old Frenchwoman, now focused on doubles—where she reached world No. 1 after winning six Grand Slam titles and five other major finals—did not hold back in her comments.

“Wondering how you can come up with this and who approves? Green and white? No tennis details?” Mladenovic wrote on X. “What does it represent? The previous logo was so much better. @WTA.”

A New Identity

WTA Ventures, the commercial division of the WTA, spearheaded this strategy in collaboration with specialists Chapter X and Nomad Studio to increase fan engagement and audience reach for the Tour. The initiative also aims to strengthen the personal branding of players, considering that 11 of the 20 highest-paid female athletes are tennis players. In fact, six of the seven highest-earning female athletes in 2024 compete on the WTA Tour.

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In the 2024 season, in-person attendance at Hologic WTA Tour events rose by 15%, the WTA's social media following grew by 25%, and the overall global audience increased by 10%, reaching a record 1.1 billion viewers across television and streaming platforms.

WTA CEO Potia Archer highlighted the importance of continuing to adapt to modern times and further elevating women’s tennis. According to Archer, giving players a voice and bringing their stories closer to the general public will be crucial.

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“The WTA has the largest global reach in women’s sport,” she said. “The competitive landscape of sports and entertainment, coupled with the ever-increasing momentum in women’s sport, creates the perfect time to stand tall and take our leadership position alongside our incredible athletes and tournaments.”

“This bold new brand provides a distinct and powerful voice to tell our stories and showcase the WTA as the global sports and entertainment brand where women’s tennis shines. We invite our fans around the world to join us as we rally the world and break even more boundaries in the years to come.”

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