ATP Tour
ATP unveils developed brand and model id forward of 2026 season
Simplified and reimagined for the digital age, the brand new brand enhances versatility throughout platforms and merchandise
November 05, 2025
ATP Tour
By Press Launch
LONDON – The ATP has revealed the most recent evolution of its iconic brand – the sixth in its 54-year historical past. The refreshed design modernises ATP’s visible id whereas retaining the legacy and spirit that outline males’s skilled tennis.
Simplified and reimagined for the digital age, the brand new brand enhances versatility throughout platforms and merchandise – from broadcast and social media to merchandise and match branding. The refreshed mark is designed to telegraph the vitality of the game, that includes a curved trajectory that displays the movement of a tennis ball in play.
“Tennis is continually evolving,” stated Eno Polo, ATP CEO. “To maintain tempo with our world fan base, we have to inform our story with creativity and vitality. Our new id captures the drama, precision, and momentum of the Tour, connecting with at the moment’s followers whereas inspiring the following technology discovering tennis for the primary time.”
The emblem evolution is a part of a wider model replace, set to roll out throughout ATP touchpoints in 2026. Developed by famend design company Chermayeff & Geismar & Haviv, the brand new system consolidates the ATP’s visible language, making a extra cohesive and modern search for the game.
The model refresh is a part of ATP’s long-term technique to interact youthful audiences and construct deeper fan connections. Over the previous 12 months, ATP has launched content material partnerships with TikTok and Extra time, alongside its world advertising and marketing marketing campaign ‘It All Provides Up’, developed by Wieden+Kennedy.
Collectively, these initiatives underscore ATP’s dedication to evolving the best way tennis is skilled: sooner, extra digital, and extra expressive than ever.
