The WTA announced major changes a few days ago, but without providing details. This Thursday, they unveiled a new brand identity for a new era, designed by players, fans, and partners from around the world, aiming to increase the impact of women’s tennis.
In homage to the organization’s history, the brand now redefines the WTA’s mission to shape its future. Under the banner of "Rally the World," the WTA intends to captivate fans, forge new heroes, inspire the next generation, and leave a legacy through the power of tennis.
WTA sets its sights on the future
As part of the brand launch campaign, some of the WTA's top players share their personal stories about what drives them in their own mission to Rally the World, reinforcing that the WTA is both a sporting stage and a showcase of greatness.
Coco Gauff leads the highest-earning female athletes. There are six tennis players in the top-7.
WTA Ventures, the commercial division of the WTA, developed the new brand identity as part of its strategy to boost the growth of professional women’s tennis. It has been revealed that players, fans, and partners contributed to increasing engagement and driving long-term value. The WTA is in a strong position as it grows its impact in the world of sports and entertainment.
In the 2024 season, attendance at WTA Tour events rose by 15%, WTA social media followers grew by 25%, and global accumulated viewership increased by 10%, reaching a record 1.1 billion across TV and streaming platforms.
It’s also worth noting that 11 of the top 20 highest-earning female athletes are tennis players. In fact, 6 of the top 7 are WTA stars, led by Coco Gauff, who earned over $4.5 million in prize money and surpassed $30 million in sponsor earnings in 2024. The top 7 includes: Iga Swiatek (No. 3), Zheng Qinwen (No. 4), Aryna Sabalenka (No. 5), Naomi Osaka (No. 6), and Emma Raducanu (No. 7).
Welcome to the new era of the WTA.
— wta (@WTA) February 27, 2025
Where legends are made, and the world is watching. #WTARallyTheWorld pic.twitter.com/036495nGzs
The WTA Tour is distributing a record-breaking $221 million in prizes this season. At the heart of this commitment is the work of the WTA Foundation to inspire the next generation of women by supporting communities worldwide in advocating for women’s health and empowerment.
The new brand identity is being launched across all WTA platforms, with a new green logo. Starting on March 2, with the beginning of Indian Wells, the new brand will be expanded across TV broadcast graphics and branding at Hologic WTA Tour events throughout the 2025 season.
Cristhián AvilaTennis Journalist
Cristhián Ávila is a tennis journalist based in Santiago, Chile, and has been part of the TennisUpToDate team since early 2023. He covers the ATP and WTA Tours as well as all four Grand Slams, producing breaking news, match reports, analysis, and regular liveblogs from major tournaments.
His reporting combines statistical analysis with clear explanation, helping readers understand tactical developments, player form, and broader storylines across the tour. Working fluently in both Spanish and English, Cristhián collaborates with an international editorial team and contributes to comprehensive global coverage. As part of his work, he has conducted interviews and media interactions with leading figures in the sport, including Caroline Wozniacki and John McEnroe.
In his journalism, Cristhián places strong emphasis on careful sourcing, editorial accuracy, and updating articles promptly when new, verified information becomes available. His coverage is grounded in research, context, and direct engagement with professional tennis.
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- Can't help but suspect Vukov is back to his old self again. Thank you, WTA. Perhaps you can give them a "Battling Couple of the Year Award 2026" ??
mandoist08-11-2026 - Wtf? Why is there no reason? And what about the men's?Bel08-11-2026
- One step by another step -- WTA continues to 'lose the plot'. Too many hi-tech microphones being installed at most venues!!! Remove them (especially those along the hallways, sidewalks, and pathways throughout the venues. Not to mention (most of all) remove the mic's from the Players/Coaches Box.mandoist06-11-2026
- Enough of her bullshit. Go marry someone.mandoist06-11-2026
- Don't you just love this young lady!? We fans often expect athletes to be supermen and superwomen, often forgetting that they WILL GET TIRED! I love Alex's perspective. Tiredness for an athlete should never be viewed as a negative, especially if you are healthy, taking care of your body and mental health and putting in the work. What a mature perspective. Good for you, Alex!Rapunzel05-11-2026
- Jess is absolutely correct! But the disrespect is a trait I have noticed in most of the Russian players. Mirra is good but very immature and lacks humility. Conceivable needs to get a handle on that!Rapunzel05-11-2026
- Having spent weeks and weeks through the years on tour, I can say with confidence that Conchita was (is) one of the very few who realize the surprising level of maturity (and sometimes lack of) which Mirra seems to have developed in such a demanding adult world of Pro-Tennis. While at the same time reminding herself (Conchita, that is) that Mirra is still young and developing mentally and physically. The general public may forget at times, or not at all realize, these modern era young athletes do not have a 'normal' Youth. It's a major sacrifice, among countless sacrifices, these athletes must make. People who blow-off that fact are ignorant and unfair when they blurt out, "They choose fame so they have to put up with the intrusions on their lives". No, they do not.mandoist05-11-2026
- Okay... someone with a camera was EAVESDROPPING on a private conversation. Shouldn't that be the point of discussion here? Regardless of the sensationalist crap by media, Pegula (and anyone) has a right to an opinion. There used to be an expectation that private conversations were respected, regardless of 'stardom' and whatever other defensive excuses media tries to shove in our faces. Boo-hoo if feelings are hurt. BTW: Having been employed at various tourney venues, etc., I can't tell you how nasty and offensive players can be when discussing their opponents and colleagues... in "private". Well, I could, but won't. I also challenge anyone to deny what Jessica said is false.mandoist05-11-2026
- Vacherot is Mongasque, rather than Swiss. The tournament was Swiss :DTrwd7702-11-2026
- After a couple decades traveling to IIHF tourneys overseas... our family is done with it... and I will not be the only one!! Bad enough the NHL allows Ovachenko (a Putin Supporter and Campaigner) to live and play in the USA. Let's not forget the STATE SPONSORED RUSSIAN DOPING PROGRAMS still in effect today.mandoist31-10-2026
