The International Tennis Federation has officially rebranded as World Tennis, setting out a sweeping ambition to lift participation in the sport by 30% through a decade-long plan aimed at drawing in new players and fans worldwide.
Established in 1913, the governing body is responsible for setting and enforcing the rules of tennis, overseeing international competition and running major team events including the Davis Cup, the Billie Jean King Cup, and tennis at the Olympic Games, as well as tournaments that sit below the main ATP and WTA tours.
Alongside its competition role, World Tennis says it will also concentrate on boosting the game’s development globally. In announcing the switch, it pledged to reinvest 85% of the income it generates each year over the next ten years to support that growth.
In an open letter, World Tennis president David Haggerty and CEO Ross Hutchins set out five strategic priorities: expanding participation; powering the next generation of stars; raising the profile and importance of official national competitions; ensuring the sport is built for the future; and investing to grow tennis further.
“Tennis is already one of the world’s largest sports. But we want to make ourselves heard loud and clear to anyone who hasn’t yet discovered the game: tennis for all—and, most importantly, tennis for you,” the statement read.
“If more people play, watch, or follow, everyone connected to tennis benefits. That is the direction we will be working toward,” it added.
The letter also set a clear participation target, arguing the sport can grow from 106 million people playing tennis to 140 million by 2035—an increase of more than 30%. “We want to be bold, but we also believe it is achievable,” the document said.
On why a new name was needed, Hutchins—himself a former professional—stressed the importance of being “recognisable” and more clearly distinct from other organisations in the men’s and women’s game, including the ATP Tour and the WTA Tour.
“The ITF isn’t known well enough, or understood well enough, by the audiences that can make a difference and have a positive impact on our sport,” Hutchins said. “World Tennis reflects the global character of who we are and what we stand for as an organisation.”
The rebrand arrives at a tense moment for tennis, with prominent players continuing to push for a larger share of Grand Slam revenue. Some have also signalled their stance by reducing their visibility in the media during the French Open.
Twenty-four-time major champion Novak Djokovic has recently called for greater unity across the sport’s various organisations, warning that the game could face fragmentation if different bodies fail to align.
Hutchins, who previously served as the ATP’s Chief Sporting Officer, said World Tennis would act as a catalyst for closer cooperation. “I’m open and transparent about my beliefs, and in this role I feel even more strongly that collaboration is the way forward,” he said.
