WTA Launches ‘Rally The World’: 'Bold Brand Identity’ To Elevate Player Impact
Thursday, February 27, 2025 at 03:34PM By Barry Janoff
February 27, 2025: Coming off arguably the most successful season in its 51-year history, the Hologic WTA Tour has unveiled “Rally the World,” what it called a “bold new brand identity for a new era, shaped by players, fans and partners worldwide to elevate the WTA’s impact as a leader in sports and entertainment.”
The move is anchored by a new logo, colors and tag iine, introduces via a multi-media campaign featuring such stars as Coco Gauff, Naomi Osaka, Ons Jabeur, Aryna Sabalenka and Zheng Qinwen.
The campaign positions the WTA as taking place not just on tennis courts but a global stage.
“The WTA has the largest global reach in women’s sport,” Portia Archer, WTA CEO, said via the organization.
“The competitive landscape of sports and entertainment coupled with the ever-increasing momentum in women’s sport, create the perfect time to stand tall and take our leadership position alongside our incredible athletes and tournaments.”
The campaign rolls out across all WTA platforms, including social media channels and Web site, and will be featured on broadcast with 30- and 60-second spots, from creative agency Brothers & Sisters.
Onsite branding on the Hologic WTA Tour will run through the 2025 season, starting with the BNP Paribas Open at Indian Wells and then the Miami Open, both 1000 Masters events in March.
WTA Ventures, the WTA’s commercial division, developed the new brand identity “as part of its strategy to fuel the growth of professional women’s tennis” in a year-long collaboration with branding specialists ChapterX and Nomad Studio.
The WTA said the project has “drawn on insights from athletes, fans and partners with the ambition to increase engagement, elevate players and drive long-term value.”
In a lead spot, “Rally The World,” we see players in action and off the court as a voiceover offers, “This is not a tennis court. This is our stage. 78 feels by 36 feet. It’s not made o concrete, clay grass.
“No. It’s made of fearlessness, rebellion and unbreakable spirit. I plug myself in and unleash my rebel soul. Because this is my stage to express the side you don’t see. My stage txobreak boundaries. My stage to show my honest self. My stage to inspire a nation. My stage to ignite the future. 
“Here, there’s no acting. This is our stage to rally the world. Our stage is the WTA.”
Each of the aforementioned players will be the focus of standalone spots.
“This is my stage to ignite the future,” says Gauff in “Coco Gauff: This Is My Stage.” “What it means to ignite the future for me is just being the best version of myself so that other people can be the best version of themselves.
“To stay true to myself means staying true to the goals I want to set and the things I want to do for myself and not for others. This is not a tennis court. This is my stage.”
According to the WTA, total attendance in 2024 increased by 15% at Hologic WTA Tour events to surpass 3.5 million in total. For the second consecutive year, the WTA said it achieved a global audience of more than 1 billion on TV and streaming platforms.
The WTA procalims it has 11 of the world’s 20 highest-earning female athletes with “a new benchmark in 2024 with the record $4.8 million prize awarded to singles champion Coco Gauff at the WTA Finals Riyadh presented by PIF, part of an unprecedented $221 million total prize fund for the season.”
Gauff earned $34.4 million overall this past year including endorsements, No. 1 among all female athletes, according to Forbes.
Iga Świątek earned $23.8 million overall. No. 2 among all female athletes. Qinwen was no. 4 overall ($20.6 million) and Sabalenka No. 5 ($18.7 million).
WTA said 2025 would see continued growth in prize money for the WTA’s 1,600 players, building on the new record set in 2024. Two WTA 1000 events, The National Bank Open presented by Rogers (Montreal) and the Cincinnati Open, will expand to become 12-day tournaments.
The WTA said it also would continue to use its platform to “deliver positive impact that reaches beyond the sport. At the core of this commitment is the work of the WTA Foundation to inspire the next generation, and to support communities worldwide with advocacy and action for women’s health and empowerment.
"The WTA has been on an unbelievable journey, redefining competition and showcasing the world’s greatest athletes,” Marina Storti, WTA Ventures CEO, said via the group.
As we look ahead to a new era, our mindset is all about pushing forward, finding our edge, and elevating our impact as the home of women’s tennis.”
According to Archer, “This bold new brand provides a distinct and powerful voice to tell our stories and showcase the WTA as the global sports and entertainment brand where women’s tennis shines. We invite our fans around the world to join us as we rally the world and break even more boundaries in the years to come.”
Swing And A Hit: In ’25, Hologic WTA Tour Seeks To Build On Success Of ’24
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