The International Tennis Federation (ITF) has officially entered a new chapter in its 113-year history after unveiling a major rebrand to World Tennis, accompanied by an ambitious vision to expand the sport’s global reach and increase participation over the next decade.
The announcement, made in London on Thursday, marks one of the most significant transformations in the governing body’s history since it was established in 1913. Alongside the new identity, World Tennis outlined a long-term strategy aimed at creating “a world of opportunities” through the sport for people of all ages, abilities and backgrounds.
At the heart of the new vision is an ambitious target to grow the number of people playing tennis worldwide from the current 106 million to 140 million by 2035, representing an increase of more than 30 percent. The organisation also pledged to reinvest at least 85 percent of its annual income back into the sport over the next decade to support its 214 member national associations and strengthen the global tennis ecosystem.
World Tennis has identified five strategic pillars that will shape its future. These include growing participation at grassroots level, strengthening pathways for future stars, enhancing flagship international team competitions such as the Davis Cup and Billie Jean King Cup, driving innovation to modernise the sport, and attracting greater investment to sustain long-term growth.
World Tennis President David Haggerty described the rebrand as more than just a change of name, saying it reflects the organisation’s renewed commitment to securing the future of the sport.
“Today is an opportunity to redefine our role at the heart of world tennis and pledge our commitment to ensuring a strong, sustainable future for this brilliant sport. World Tennis reflects who we are, our global footprint and unique mandate.”
Haggerty added that the governing body will work closely with its 214 national associations and other stakeholders to increase participation while providing greater opportunities regardless of age, gender or background.
Chief Executive Ross Hutchins said the organisation’s new direction is built around making tennis more accessible while ensuring it continues to thrive for generations to come.
“Tennis can unlock a world of opportunities both on and off the court, no matter who or where you are. We begin this exciting new era with a clear vision for our amazing sport to thrive, support stronger communities and help more people to enjoy healthier, happier and longer lives through tennis.”
He added that World Tennis intends to create more opportunities across every level of the game while increasing investment through stronger partnerships worldwide.
As part of the launch, the organisation also introduced the first-ever Global Tennis Fan Survey, inviting supporters across the world to help shape the future of the sport. Participants will be entered into a draw to win an all-expenses-paid trip for two to the 2026 Davis Cup Finals in Bologna, Italy.
Despite the new branding, World Tennis reaffirmed that its core responsibilities remain unchanged.
The organisation will continue overseeing the rules of tennis, protecting the integrity of the sport, managing the World Tennis Tour and organising major international team events, including the Davis Cup, Billie Jean King Cup, Wheelchair and Beach World Cups, while maintaining qualification pathways to the Olympic and Paralympic Games.
The rebrand signals the beginning of a bold new era for the global governing body, with World Tennis hoping its refreshed identity and long-term strategy will inspire millions more people to pick up a racket and help secure the sport’s future across every corner of the world.
