As the National Bank Open presented by Rogers prepares to open a new chapter in its storied history this summer by introducing a 12-day format, the WTA has also redefined itself with an impactful brand identity that both honours its past and shapes its future.
The rebrand includes a new logo and a call to Rally the World meant to “captivate fans, forge new heroes, inspire generations and leave a legacy through the power of tennis.” Their marketing campaign tells the players’ stories in an authentic way and what motivates them to rally the world. One of the players prominently featured in the campaign is Canada’s own Gabriela Dabrowski. The doubles star, who recently revealed her inspiring breast cancer journey, is fittingly presented as not only a voice of resilience but also a champion of women’s health, reinforcing the Tour’s commitment to have a positive impact beyond the sport and to be an advocate for women’s empowerment.
“We’re putting our hearts on the line and our souls on the line, and I think it takes a lot of courage to do that week in and week out,” Dabrowski said in an interview with Tennis Channel during the BNP Paribas Open in Indian Wells. “I think that the rebrand is going to capture a lot of these new stories being told. More players are being featured. Not just top singles players, but lower-ranked singles players and doubles players. It’s a more inclusive campaign, and so I’m really excited about the future of the WTA.”
The new brand identity comes in the midst of a remarkable women’s sports movement that has captured worldwide attention with professional leagues like the WNBA and the PWHL enjoying unprecedented growth and women athletes setting the bar higher than ever. The WTA is a significant part of the movement as well thanks to the global stage that women’s tennis occupies and the popularity of the players that wow fans on the court from tournament to tournament with their talent and charisma. Off the court, The WTA is home to 11 of the world’s 20 highest-earning female athletes according to Forbes.
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Recently, Tennis Canada published its Game. Set. Equity. Impact Report that highlights the considerable progress that has been made in advancing gender equity in tennis across the country and having the opportunity to host the WTA’s biggest stars every year in our own backyard is a major catalyst for the impactful change that has been felt by women and girls in the sport and those who want to get involved.
Feature photo by: Gyles Dias/Tennis Canada
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