The WTA realizes that a brand isn’t just a logo, font, or signature color; It’s the people behind all of those elements.

After little more than half a decade of using a logo featuring a player in full serve, its acronym in bulky type, and the entire package in eye-drawing purple, the Women’s Tennis Association (WTA) has joined branding specialists ChapterX and Nomad Studio in crafting a new identity. The serving silhouette is gone, leaving only the WTA letters in a more compact, italicized font and both a deeper purple and a copper patina green.

Most notably, in 30- and 60-second ads created with help from agency Brothers & Sisters, the WTA surrounds world No. 1 Aryna Sabalenka with players including Coco Gauff, Ons Jabeur, Naomi Osaka, and Qinwen Zheng to make the argument that WTA venues aren’t tennis courts, but stages for their stars’ various interests. The Rally the World campaign places players at the center of the WTA’s rebrand and amplifies their voices in the process.

This isn’t happening by chance: Since 2023, the WTA’s commercial branch, WTA Ventures, has been trying to bring more investment into the sport and increase the profile of the WTA’s players, tournaments, and associates. During its first full year in 2024, WTA Ventures and its co-founders at CVC Capital Partners increased the WTA’s revenue by 25%—with an ultimate goal of tripling revenue by 2029.

“It’s about creating a lasting legacy that captivates fans all around the world, inspires future generations, and also drives this sport to a new era,” said Marina Storti, who’s served as WTA Ventures’ CEO since 2023 after more than two decades in media at Sky. “For us, it’s about giving the players great visibility and giving them lots of opportunities to build fan bases and work with partners and sponsors, but really it’s about empowering them to tell authentic stories.”

With WTA players building brands of their own through business, entertainment, fashion, and other pursuits, the WTA made them an active part of its rebranding and built assets that complemented their video and social elements instead of drawing attention from them. It worked with the WTA’s player council and its nearly 100 athletes to create a more personal campaign. In addition, it consulted with tennis legend Billie Jean King—who founded the WTA in 1973, just a year after the Title IX education amendment banned sex discrimination in schools—to help capture some of the organization’s original spirit while moving it forward.