Tennis Australia Unveils Fresh Visual Identity and Market Positioning

Tennis Australia, in collaboration with branding and design agency Hulsbosch, has undergone a significant rebranding effort aimed at streamlining its visual identity and market positioning.

This comprehensive project encompasses multiple facets of Tennis Australia’s offerings, including the introductory program Hot Shots Tennis, the fitness-oriented Cardio Tennis and the tennis variation Padel.

The primary objective of this refreshed brand is to facilitate seamless connections and engagement for players, fans, and the broader tennis community, effectively uniting all of the brand’s components.

“This exciting initiative for the sport delivers a connected Tennis ecosystem where all brands live in the ‘playful world’ of tennis,” said Jaid Hulsbosch, Managing Director at Hulsbosch.

“Right from the sport’s hero brand, the Grand Slam tennis event, the Australian Open, through to the core of tennis, community participation, and beyond to new formats of the game, where the experience extends beyond the traditional expectations of tennis.”

Hulsbosch emphasised the inclusivity of tennis as a sport.

“Tennis can be played by anyone and can bring people together for a fun, physical activity that supports healthy lifestyles throughout their lives. Refreshing the brand for a modern Australian audience is a new chapter for tennis in Australia and will help to retain and attract players and increase participation.”

The reimagined visual identity harnesses the core colours synonymous with tennis – green, representing tennis balls, and blue, denoting the iconic colour of the Australian Open’s courts.

Tom Larner, Chief Tennis Officer at Tennis Australia, expressed his excitement about the upcoming launch as summer approaches. He highlighted the organisation’s commitment to making tennis more accessible and engaging for Australians.

“We are on a mission to get more Aussies playing our great game and better connect the different ways to play tennis seamlessly for all audiences,” Larner enthused.

“The ultimate goal is to build a tennis brand that is relevant and engaging for all Australians and that leverages the success we have achieved with the AO (Australian Open) to drive growth opportunities and efficiencies. Tennis Australia is thrilled to embark on this transformative journey that will allow us to drive further engagement for the sport.”