The WTA launched a bold new direction and rebrand recently, endorsed by world No. 1 Aryna Sabalenka, who is pleased with the increased Saudi investment in tennis.
Key elements of the WTA’s changes include a new logo with a green background, replacing the previous purple one. This change has received mixed feedback, with Kristina Mladenovic expressing her preference for the old logo.
The new tagline, “Rally the world,” signifies the governing body’s ambition to elevate the women’s game globally by inspiring fans across various countries.
Recent statistics indicate a rising global viewership of the WTA Tour, prompting organizers to embrace this momentum and enhance the tour’s stature further.
A major part of this push is showcasing the players’ personalities. Numerous clips from photoshoots have been released, where players share insights about themselves and their values.
Sabalenka is enthusiastic about this change. Speaking to Reuters, the three-time Grand Slam champion remarked that it represents a refreshing shift for the WTA and emphasizes the importance of highlighting players’ personalities.
“It means a lot. We needed this refreshing moment for so long. It's a big move and I hope it's going to help our sport to get better. The WTA should show our personalities and what it takes to become a top athlete. We all have to be an inspiration for the younger generation.”
The WTA’s rebrand marks another step in the transformation of the women’s game. A significant development last year was the governing body’s acceptance of increased investment from the Saudi Public Investment Fund (PIF).
This decision received a mixed response, given Saudi Arabia’s human rights record, particularly concerning women’s rights. Despite recent improvements, challenges remain.
The partnership with PIF will see the 2024 WTA Finals hosted in Riyadh, where Coco Gauff beat Qinwen Zheng in a thrilling final and secured the highest prize money in women’s tennis history, $4.8 million.
Sabalenka welcomes the increased Saudi involvement, noting that the local population’s passion for tennis is significant, and the support from the region is vital for the WTA.
“I've been there a lot and they have passion for sport. Their help means a lot for us. Their support is very important for the WTA. I think all of us will be very grateful for their support.”
Prior to last year’s WTA Finals in Riyadh, Gauff admitted she had reservations about playing in Saudi Arabia due to her vocal stance on issues such as gender equality and gay rights, with the latter being severely oppressed in the country.
However, by the end of the tournament, Gauff appeared comfortable in Riyadh, believing that inspiring people in the country outweighed the drawbacks.
