Full Breakdown
ITF Rebrands as World Tennis, Sets Ambitious Participation Goal
6/25/2026, 2:32:19 PM
Core Rebranding and Strategic Vision
On 25 June 2024, the International Tennis Federation (ITF) announced it will operate under the name World Tennis. In an open letter, the organization outlined a plan to increase global tennis participation from an estimated 106 million players to 140 million by 2035—a rise of more than 30 %. To fund this expansion, World Tennis pledged to reinvest 85 % of its annual income over the next ten years. The rebrand is presented as a means to make the governing body more recognizable and to emphasize its global remit, distinct from the ATP Tour and WTA Tour.
Background: ITF’s Role and Current Pressures
Founded in 1913, the ITF sets the sport’s rules, oversees international competition—including the Davis Cup, Billie Jean King Cup, and Olympic tennis—and manages the tournament tiers below the main professional tours. The name change arrives amid heightened player scrutiny of the sport’s governance, notably demands for a larger share of Grand Slam revenues and reduced media commitments at events such as the French Open.
Key Figures Driving the Change
- David Haggerty, President of World Tennis, co-author of the strategic letter.
- Ross Hutchins, Chief Executive Officer, former ATP Chief Sporting Officer, primary spokesperson for the rebrand.
- Novak Djokovic, 24-time Grand Slam champion, who has publicly urged greater unity among tennis’s governing bodies.
- ATP Tour and WTA Tour, the men’s and women’s professional circuits whose separate branding has been cited as a source of public confusion.
Data: Participation Targets and Financial Commitment
- Current global participation: ? 106 million players.
- Target for 2035: ? 140 million players (>= 30 % increase).
- Financial reinvestment: 85 % of annual income earmarked for development programs over the next decade.
- Strategic priorities: five pillars aimed at expanding access, enhancing pathways, and fostering collaboration across tennis’s organizational landscape.
Official Statements & Responses
World Tennis emphasized that broader participation benefits all stakeholders, from grassroots clubs to elite competitions. Hutchins argued that the new name better reflects the organization’s worldwide scope and will aid in communicating its mission to audiences unfamiliar with the ITF. Djokovic’s comments, while not a formal statement from World Tennis, underscore player concerns that fragmented governance could hinder the sport’s growth, reinforcing the federation’s call for collaboration.
Criticism & Opposition
Several top players have expressed dissatisfaction with existing revenue distribution models, pressing for a larger share of Grand Slam earnings. Some athletes have limited their media appearances at the French Open to signal discontent, suggesting that the rebrand alone may not address underlying financial grievances.
Verbatim Quotes
- “Tennis is already one of the world's largest sports. But we want to shout from the rooftops to anyone who hasn't discovered us yet, 'Tennis for all!' and most importantly, tennis for you,” — David Haggerty, President, World Tennis
- “If more people play, watch or follow, everyone in the game benefits. That's the future we'll be striving for.” — Ross Hutchins, CEO, World Tennis
- “We believe it's possible to increase global participation from 106 million people playing tennis to 140 million by 2035.” — Ross Hutchins, CEO, World Tennis
- “The ITF isn't well known enough or isn't understood enough by audiences that can have a difference and a positive impact to our game," Hutchins said.” — Ross Hutchins, CEO, World Tennis
- “World Tennis shows the global nature of us, shows the focal point of us as an organisation.” — Ross Hutchins, CEO, World Tennis
What's Next
World Tennis will roll out development programs aligned with its five strategic priorities, targeting schools, community clubs, and emerging markets. The organization plans to publish annual reports detailing the allocation of the 85 % reinvestment fund and to convene stakeholder meetings—including player representatives—to address revenue-sharing concerns and to monitor progress toward the 2035 participation target.
