The Women’s Tennis Association has elected to mark the shift of its season-ending WTA Championships from Istanbul to Singapore by rebranding it as the WTA Finals.
To accompany the new name and extensive changes to the event, an all-encompassing brand identity, ‘On Top Of The World’, has been developed for the WTA Finals for this year and beyond. The change is one of many branding initiatives being planned for the WTA Finals, which take place this October. Coupled with the new brand identity, the renaming aims to clearly differentiate the WTA Finals from any other women’s professional event.
To develop the new brand identity for the WTA Finals, the WTA strategically partnered with Swiss company Highlight Event & Entertainment. “We have the best athletes in the world, who are truly global citizens, and who are major figures in the entertainment world, they transcend sport,” Stacey Allaster, chairman and chief executive of the WTA, said. “The WTA Finals is the ultimate year-end event giving fans a unique sport entertainment experience where every match is like a final. Not only will the winner be crowned with the coveted Billie Jean King Trophy, but she will also be standing ‘On Top of the World’.”
The branding will be used throughout the season and will be modified to reflect the journey of the top eight singles players and top eight doubles teams on the road to Singapore. An extensive branding toolkit will be created by the WTA for all its tournament partners and suppliers to assist in promoting the WTA Finals brand.
The latest development comes after the WTA announced a revamp of its showpiece event in January. The 2014 WTA Finals will expand by four days into a 10-day event of competition, exhibitions and activities for fans around the world.
There will be seven days of competition this year as opposed to six, the doubles will be expanded to eight teams, and there will be a WTA Rising Stars Exhibition and WTA Legends Exhibition during the opening Fan Festival weekend.
The 2014 WTA Finals will run from October 17-26 at the new Singapore Sports Hub's 7,500-seat indoor stadium. This year’s event is the first of a five-year deal between the WTA and Singapore.