The International Tennis Federation has unveiled its new identity as World Tennis and is introducing a long-term vision aimed at expanding participation, strengthening player development, and creating greater opportunities throughout the sport.
The rebranding marks the first major identity change for the governing body since its founding in 1913. Organization leaders say the new name more clearly reflects its global mission while making its role easier for players, fans, partners, and the broader sports industry to recognize.
Alongside the new brand, World Tennis announced an ambitious goal of increasing worldwide tennis participation from approximately 106 million to 140 million players by 2035—a growth target of more than 30 percent. To support that objective, the organization pledged to reinvest at least 85 percent of its annual revenue back into the sport over the next decade, primarily through its network of 214 national tennis associations.
World Tennis outlined five strategic priorities that will guide its future:
- Expanding participation and making tennis more accessible worldwide.
- Strengthening the global player pathway to develop future professionals.
- Enhancing international team competitions, including the Davis Cup and Billie Jean King Cup.
- Modernizing the sport through innovation, governance, integrity, and digital transformation.
- Growing investment and commercial partnerships to fuel long-term development.
In an open letter accompanying the launch, World Tennis President David Haggerty and Chief Executive Ross Hutchins emphasized the organization’s commitment to making tennis “a world of opportunities” for people of every age, ability, and background.
Hutchins noted that the simpler World Tennis brand better distinguishes the governing body from professional tours such as the ATP and WTA while reinforcing its responsibility to lead the sport globally. He also stressed the importance of greater collaboration across tennis, echoing broader calls within the sport for increased alignment among governing bodies and stakeholders.
