Rallying the world: how Nomad’s engaging rebrand for the WTA keeps eyes glued to the court

The competition for attention in today’s media landscape is immense, with audiences being drawn not only to rival sports leagues but also to a wide range of entertainment options. To stand out, the Women’s Tennis Association (WTA) was eager to redefine its traditional image and appeal to a broader, more diverse audience by amplifying its energy, drama, and elite athleticism. “Since 1973, the WTA has been breaking boundaries,” says Isabel Maguire, Senior Strategist at Nomad. The pivotal project needed to do the same and “position the WTA as more than just a sports organisation, but a dynamic force in global entertainment with the power to rally the world.” The new approach shifts away from presenting women’s tennis as a casual interest, focusing instead on cultivating pure, passionate WTA fandom, making it more engaging and accessible to both loyal fans and new viewers. After all, from established stars like Aryna Sabalenka and Iga Świątek to the captivating career catapult of Mirra Andreeva, there’s no shortage of thrilling journeys and stories to follow.