The BNP Paribas Open marks the first tournament after the WTA’s rebranding launch, bringing a subtle yet significant change in the sport’s visual identity. While the logo shift may seem minor, behind the scenes, players are eager about the fresh direction it signals for the future. Here’s what Aryna Sabalenka, Coco Gauff, and Jessica Pegula had to say about the changes, as they spoke to the press in Indian Wells.
Aryna Sabalenka is hopeful that the WTA will seize the opportunity to highlight the players as individuals, not just athletes. “I would like them to show our personalities a little bit more, just so people can actually see and know who we are outside of the tennis court,” she shared.
The current world number one wants that refreshed representation to be a positive and flattering one. Laughing, she told the media, “I want the WTA to post better pictures of us, not where we’re looking like really ugly and wrong.” The Belarusian believes that these changes could serve as “a good beginning for our sport to explode.”
As someone who doesn’t watch much television but consumes entertainment primarily on her phone, Coco Gauff is eager to see the WTA embrace TikTok content that mirrors the trends in other sports. “The WTA has a plan in place, and they asked for feedback. That was the main thing I noticed,” the American explained.
At just twenty years old, Gauff recognizes the potential for the tour to reach new audiences with a social strategy that goes beyond the WTA brand itself. “I feel like the crossover content does well with the ATP, so I would love to see some more,” she told the media, expressing her enthusiasm for expanding the tour’s social media presence.
Jessica Pegula brings a unique perspective, not only as a top player but also as a long-standing member of the player council and an NFL insider. When asked about the significance of the rebrand, the American offered a measured response: “I think it’s nice to see a little refresh. It shows that we want to take advantage of the era that we’re living in, as far as women’s sports, not just tennis, is having a big jump this year—whether it’s basketball, soccer, or anything like that. I think it’s the moment.”
Tennis, as the thirty-one-year-old noted, is in a unique position to connect with a global audience: “We’re so lucky that we have an international sport where you have all these different types of stories from players all over the world. I think that’s kind of the message they’re really going to want to send—to connect with those fans and take advantage of all the amazing athletes that we have on tour.”
