WTA unveils rebrand including new logo, marketing campaign and alignment of tournament tiers - UBITENNIS
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WTA unveils rebrand including new logo, marketing campaign and alignment of tournament tiers

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The WTA has unveiled a comprensive rebrand including a new logo, marketing campaign and alignment of tournament tiers. 

 

The Women’s Tennis Association WTA has introduced a new corporate identity redifining the organization’s strength as a collective utit of inspiring players and tournaments. 

The rebranding includes the WTA’s first logo redesign in 10 years and coincides with the announcement of a simplified numerical naming system for women’s tournaments. 

The new brand identity and marketing campaign has been developed for the WTA by design agency Landor Australia and will be fully integrated across the WTA, including television graphics, print materials, tournament branding, advertising, promotion, digital and social media. 

The WTA’s new brand image incorporates a dynamic reworking of the familiar letters W, T and A, with a tennis ball functioning as the crossbar of the A, and marks the return of a silhouette of a female tennis player. The serve is the only shot in tennis where the player has the absolute control and where the point begins. 

The logo brings a return of a kinetic energy and makes reference to the sport’s global nature, framing the player within a circle that evokes the universal spirit of the WTA platform. 

“The WTA is built on the grit, passion and determination of generations of athletes and tournament promoters. Our new logo embraces the visual language of tennis and celebrates heroic women who come together for “The Game”. We will wear it as a badge of pride and a reminder of the power of unity among strong individuals, by joining forces, we build something bigger than ourselves”, said Micky Lawler, President of the WTA and head of marketing initiatives.   

The WTA For the Game campaign will be highlighted by 30 and 60 second commercial spots as well as influencer stories that will be broadcast, published and posted across WTA player, tournament and affiliate channels. Fans are provided new insights into the individual narratives of players as they describe the defining moments that have shaped their tennis journey and what gives their game purpose. 

The “For the Game” campaign features a series of videos with in-their-own words storytelling from Naomi Osaka, Madison Keys, Garbine Muguruza, Ashleigh Barty, Petra Kvitova, Barbora Krejcikova, Su-Wei Hsieh, Bethanie Mattek Sands and more players from the tour’s singles and doubles ranks. 

The WTA also worked with the ATP to create consistency and alignment across professional tennis. Both Tours will share the same tournament tier and nomenclature system to create simplicity for fans and consumers starting from 2021. WTA tournaments will now be categorized as WTA 1000 (incorporating the former Premier Mandatory and Premier 5 tournaments), WTA 500 (formerly Premier 700), WTA 250 (International) and WTA 125 (125k Series). The revised nomenclature is not tied to specific ranking points (which stay the same) or prize money, it is a categorical system to help define WTA tournament categories. “Fans really respond to the unified approach which tennis is uniquely able to provide. We see it with ticket sales at combined women’s and men’s tournaments, viewership on shared broadcast platforms and the popularity of the “Tennis United” digital content series co-created by the WTA and ATP amidst the challenges of the 2020 season. Adopting this streamlined tournament naming system is 100% about making it easier for WTA fans, corporate partners and the media to engage and follow the sport”, said Lawler. 

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Unstoppable Aryna Sabalenka Storms To Abu Dhabi Title

Another clinical performance has secured the Belarusian her third consecutive title and a new career-high ranking position.

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Aryna Sabalenka’s winning run shows no signs of stopping anytime soon after she powered her way to the Abu Dhabi title on Wednesday.

 

The fourth seed needed just over an hour to defeat Russia’s Veronika Kudermetova 6-2, 6-2, in what was a largely one-sided encounter in the Middle East. Sabalenka utilized her power to her advantage as she fired five aces and 18 winners past her opponent who was playing in her first WTA final at the age of 23. Overall she won almost twice as many points (63-37) than Kudermetova.

With both players holding their ground early on, Sabalenka started to dominate midway through the opening set with the help of a four-game winning streak. Leading 3-2 on serve, she broke her Russian rival twice in a row to clinch the 6-2 lead. Throughout the opener the world No.10 dropped just five points behind her serve.

It was a familiar pattern in the second frame with Sabalenka continuing to dismantle Kudermetova’s fragile serve. Overall, she broke six consecutive times in the final with four of those occurring in the second set alone. Easing to a game away from victory, she did experience a blunder after losing one of her breaks. However, there would be no chance of a Kudermetova comeback as Sabalenka closed out the match in the following game with her rival hitting a forehand error on match point.

“I’m really proud of the fact that I was fighting no matter what this week,” the new champion reflected on her performance. “Some matches I didn’t feel my serve and some matches I didn’t feel my backhand or forehand, but I just kept fighting and finding my shots, and this is what I’m really proud of. I’m really happy with this title.”

The win extends Sabalenka’s unbeaten run on the Tour to 15 wins. She has now won three titles in a row after ending 2020 triumphing in both Ostrava and Linz. As a result of her latest triumph, Sabalenka will rise to a ranking high of seventh in the world on Monday.

There is also a silver lining for underdog Kudermetova who defeated Elina Svitolina and Marta Kostyuk earlier in the tournament. Her run to the final will move her up the rankings to a career high of 36th. She has already scored five wins over top 10 opponents so far in her career.

“Aryna’s playing good. She played unbelievable today,” Kudermetova said. “She didn’t give me a lot of chances. She tried to keep every ball on the court, she tried to attack, and when she had her chances she went full power on the court. She also fights until the end—that’s why she’s a top player.”

Sabalenka’s surge on the Tour has sparked high expectations for her going into the Australian Open where she is hoping to break new ground in a Grand Slam.

“I was doing everything I could in each match from the beginning (in Abu Dhabi) and I’m happy to start the season with a title,” Sabalenka said. “I’m going to Australia, I’m confident with one thing, that I will do everything I can to win matches.”

Despite her success on the WTA Tour, she has only reached the fourth round of a major once at the 2018 US Open.

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WTA Abu Dhabi Daily Preview: Aryna Sabalenka Vies for her Third Consecutive WTA Title

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Aryna Sabalenka has lots of reasons to smile as of late (twitter.com/WTA)

In a rare Wednesday final, she’ll face Veronika Kudermetova, who is playing in her first WTA championship singles match.

 

At the beginning of 2019, Aryna Sabalenka debuted inside the WTA top 10.  That was coming off a 2018 season where in which Aryna accumulated 47 match wins, two titles, and reached the second week of a Major for the first time.  From there, her progress stagnated a bit, as she spent the last two years ranked between No.9 and No.16.  But now she’s on a 14-match winning streak, having claimed back-to-back titles to end 2020.  With a win on Wednesday, she would reach a career-high ranking of No.7.

At the beginning of 2019, Veronika Kudermetova debuted inside the WTA top 100.  The Russian steadily climbed the rankings that year, reaching the top 40 at the end of the season.  Since the tour restart last August, the 23-year-old was a modest 7-6 before this event.  But she dropped only one set this week on her way to her first WTA final, which included impressive wins over Elina Svitolina and Anett Kontaveit.

Aryna Sabalenka (4) vs. Veronika Kudermetova

Their only previous meeting does not provide much guidance as to what will happen on Wednesday.  It took place six years ago at an ITF Challenger event in Antalya, which Sabalenka claimed in straight sets.  Kudermetova will surely be nervous, as this is the biggest match of her career to date.  And she’s facing an ultra-confident Sabalenka, who is on a 14-0 run.  Yesterday, Aryna easily dispatched of an in-form Maria Sakkari, requiring only 57 minutes in a match where she struck 22 winners and only eight unforced errors.  After yesterday’s win, Sabalenka told the press she’s focusing less on winning and more on the process of improving her game, and cited this as the reason for her current win streak.  When Aryna is at her best, she can outhit just about anyone on tour.  And we’ve seen before how difficult she is to defeat when she’s on a tear like this.  I’m not betting against this version of Sabalenka winning her third straight title.

Other action on Wednesday:

In the doubles championship match, it’s 2020 St. Petersburg champions Shuko Aoyama and Ena Shibahara (5) vs. Hayley Carter and Luisa Stefani, recent champions in Lexington.  These two teams played in the third round of Roland Garros a few months ago, with the Japanese team prevailing in straight sets.

Full order of play is here.

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Aryna Sabalenka Storms Into Abu Dhabi Final

The world No.10 has now won 14 matches in a row.

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Fourth seed Aryna Sabalenka produced a dominant performance as she brushed aside Maria Sakkari 6-3, 6-2, to reach the final of the Abu Dhabi Women’s Open.

 

Sabalenka, who is bidding to win her third WTA title in a row, took control of the semi-final encounter during the early stages with the help of her powerful shot-making. Best illustrated by her 22 winners compared to just eight unforced errors. A stark contrast to Sakkari’s tally of 12 and 21. Sabalenka was also supreme behind her first serve where she won 83% of the points.

I like to play against her,” Sabalenka said of Sakkari. “I think I’m just putting pressure on her every match we’re playing, and it’s helped me win all those matches.”

A clinical start to the match saw the Belarusian race to a 5-1 lead before Sakkari managed to gain any momentum herself. The Greek retrieved one of the breaks to close the gap to 5-3 but it was too little too late as Sabalenka served the set out with relative ease.

The second frame promised to be more of a close encounter early on with Sakkari producing the tennis which shows why she is ranked just outside of the world’s top 20. However, the problem for her was that she struggled to find a way to cope with Sabalenka’s sheer power. Level at 2-2, the world No.10 broke once again as Sakkari let out a burst of frustration. From then on it was a foregone conclusion as Sabalenka won four games in a row to seal victory in just under an hour.

Since her loss at the French Open, the 22-year-old has won 14 matches in a row. At the end of 2020 she claimed titles in Ostrava and Linz. Meanwhile, this week Sabalenka has also previously beaten Polona Hercog, Ajla Tomljanovic, Ons Jabeur and Elena Rybakina.

“I think I’ve put my focus in the right space,” she said. “I’m focusing on the right things, which helps me not think about all of these wins, and so it helps me to keep winning. I need to keep concentrating on my game and my movement on the court, and trying to do everything I can in the moment.

Should Sabalenka go on to win the Abu Dhabi title she will rise to a ranking high of seventh in the world. Awaiting her in the final will be either Veronika Kudermetova or Marta Kostyuka.

“I’m really looking forward to this final,” Sabalenka said.
“I’m just focusing on the right things. This helps me to, first of all, not think about all these wins, and secondly, to keep winning.”

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