By KPC Sports Correspondent
The International Tennis Federation (ITF) has officially rebranded as World Tennis, unveiling an ambitious vision to expand the sport globally and increase participation by more than 30 per cent over the next decade.
The transformation, announced on Thursday, marks the biggest change in the organisation’s 113-year history and signals what its leaders describe as “a new era” aimed at making tennis more accessible to people of all ages, abilities and backgrounds worldwide.
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Under its new identity, World Tennis has set a target of growing the number of people playing the sport globally from the current 106 million to 140 million by 2035.
The governing body also pledged to reinvest at least 85 per cent of its income into developing the game and supporting its 214 national member associations over the next ten years.
In an open letter addressed to players, coaches, fans, officials and stakeholders across the sport, World Tennis President David Haggerty and Chief Executive Ross Hutchins said the rebrand reflects both the organisation’s global reach and its future ambitions.
“Today is a defining moment in our 113-year history as the global governing body of tennis. Yesterday, we were the International Tennis Federation. From today, we are World Tennis,” the two leaders wrote.
Haggerty said the move was about securing a sustainable future for the sport while expanding opportunities for participation around the world.
“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,” he said.
“Our ambition is to grow the game in all corners of the world, hand-in-hand with 214 national tennis associations and stakeholders across the tennis ecosystem.”
World Tennis has identified five strategic priorities to guide its growth agenda.
These include increasing participation, strengthening player development pathways, enhancing international team competitions such as the Davis Cup and Billie Jean King Cup, embracing innovation and digital engagement, and securing greater investment for the sport.
The organisation says it will also expand its Junior Tennis Initiative, support the establishment of 100 national training centres by 2035, and continue developing pathways that help young players progress from grassroots tennis to the professional ranks.
Hutchins said the sport has the power to transform lives both on and off the court.
“Tennis can unlock a world of opportunities both on and off the court, no matter who or where you are,” he said.
“We will be bold in our actions to achieve global growth, create more opportunities for all and deliver more investment for every level of our game.”
As part of the launch, World Tennis has also unveiled its first-ever Global Tennis Fan Survey, inviting supporters worldwide to share their views on the future direction of the sport.
The rebrand comes at a time when tennis continues to expand beyond its traditional strongholds, with governing bodies seeking to attract new audiences, strengthen grassroots participation and create broader pathways into the game.
With a network of 214 national associations—larger than that of many global sports federations—World Tennis believes it is well positioned to drive that growth and make tennis more accessible across the world.
