World No.1 Aryna Sabalenka on Friday welcomed WTA re-branding ‘rally the world’, built to inspire everyone by highlighting the personalities of the athletes.
The WTA rebranding comes amid comes amid global viewership and a record $4.8 million prize awarded last year to Coco Gauff for winning the WTA Finals in Riyadh, a tournament sponsored by Saudi Arabia’s Public Investment Fund (PIF).
“It means a lot. We needed this refreshing moment for so long,” Sabalenka told Reuters at a WTA-hosted cocktail party in Hollywood celebrating the tour’s new look and mission.
“It’s a big move and I hope it’s going to help our sport to get better.”
The re-branded WTA has branded athletes to ‘inspire others, break the boundaries, to push myself to the limit, to express myself more, etc., in order to give fans a more intimate look while choosing their inspiration which was acknowledged by Sabalenka.
“The WTA should show our personalities and what it takes to become a top athlete,” she said.
“We all have to be an inspiration for the younger generation.”
“I’ve been there a lot and they have passion for sport. Their help means a lot for us,” Sabalenka said.
“Their support is very important for the WTA. I think all of us will be very grateful for their support.”
The multi-year partnership with PIF was penned in May last year after Saudi Arabia received criticism for its human rights record.
“Our players are very excited to be in a country where they could be inspirational role models,” WTA Ventures CEO Marina Storti said at the event.
“It was fantastic to see Coco Gauff as our champion, playing in a full house in front of boys and girls, men and women of Saudi Arabia, who can look to her as an inspirational figure.
“So we believe that is very much part of our mission, this idea that we want to be in new markets, we want to inspire fans wherever they are.”
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