“Tennis is constantly evolving,” said Eno Polo, ATP CEO, in a statement. “To keep pace with our global fan base, we need to tell our story with creativity and energy. Our new identity captures the drama, precision, and momentum of the Tour, connecting with today’s fans while inspiring the next generation discovering tennis for the first time.”
The ATP’s refresh marks the third major rebrand this year among tennis’ so-called “T7”: the sport’s three governing bodies (ATP, WTA, ITF—soon to be “World Tennis” in 2026) and the four Grand Slams (Australian Open, Roland Garros, Wimbledon, and the US Open).
Back in February, the WTA unveiled its first new logo and rebrand since 2020, launching it alongside the “Rally the World” campaign. Then in October, the International Tennis Federation announced it would rebrand to “World Tennis” to clarify its global identity and align with other international federations like World Athletics and World Aquatics.
