The International Tennis Federation (ITF) announced it will rebrand as World Tennis in 2026, a move aimed at unifying its global identity and aligning with a broader trend among major sports organizations.
The name change received overwhelming approval from its national member associations during the ITF Annual General Meeting held on Thursday.
The federation stated the new identity will provide a clearer and more relevant connection for players, fans, partners, and stakeholders across the globe. It also aligns the brand with a majority of the world’s leading sports governing bodies.
This strategic shift follows similar rebranding efforts seen in other major sports. Examples include World Athletics, World Aquatics, World Triathlon, World Archery, and World Skate.
The commercial name update is scheduled for January 1, 2026. The full World Tennis brand launch will then occur in the summer of 2026, as part of a phased implementation plan.
The ITF currently organizes prestigious international events, including the Olympic tennis tournament, the Davis Cup, and the Billie Jean King Cup.
This rebranding is described as a gradual evolution of the organization’s identity. It builds on the success and growth of existing sub-brands such as the World Tennis Tour and the World Tennis Number.