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he Women’s Tennis Association (WTA) has revealed a new corporate identity, with the rebrand including a new logo, a new campaign titled ‘WTA For The Game’, and revamped tournament categories, aligning with the Association of Tennis Professionals (ATP).

The main feature of the rebrand is the alignment with the ATP, which was done “to create consistency and alignment across professional tennis”, the WTA said in a statement, with both tours set to share the same tournament tier and nomenclature system from 2021 onwards.

WTA president and head of marketing initiatives, Micky Lawler, said: “Fans really respond to the unified approach which tennis is uniquely able to provide.”

“We see it with ticket sales at combined women’s and men’s tournaments, viewership on shared broadcast platforms and the popularity of the ‘Tennis United’ digital content series co-created by the WTA and ATP amidst the challenges of 2020.

“Adopting this streamlined tournament naming system is 100% about making it easier for WTA fans, corporate partners and the media to engage and follow our sport,” Lawler said.

As part of the rebrand, WTA events will now be categorised as WTA 1000, WTA 500, WTA 250, and WTA 125, with no effect on ranking points or prize money.

Discussing the WTA’s new logo and marketing campaign, Lawler said the logo makes subtle references to the sport’s global nature, along with the initiative taken by the WTA’s founders who “blazed a trail for the women of tennis today”.

“The WTA is built on the grit, passion and determination of generations of athletes and tournament promoters,” Lawler said.

“Our new logo embraces the visual language of tennis and 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,” she said.

The WTA’s new campaign, ‘WTA For The Game’, will be highlighted by several consumer touchpoints, the WTA revealed, including 30 and 60 second commercial spots, as well as influencer stories across WTA player, tournament, and affiliate channels.

The campaign will provide fans new insights into individual player narratives by exploring the players’ defining moments and what gives their game purpose.