International Tennis Federation Rebrands as 'World Tennis' and Unveils Strategic Plan for Davis Cup Future

In a landmark moment for the sport, the International Tennis Federation (ITF) officially transformed into 'World Tennis' today, June 25, 2026. The rebrand, approved by an overwhelming majority of its 214 national member associations, signals a new strategic direction focused on sustainable growth, clearer identity, and a commitment to unlocking a 'world of opportunities' for tennis globally. Serena and Venus Williams To Team Up for Wimbledon 2026 Doubles.

International Tennis Federation Becomes World Tennis

Today we are World Tennis 🎾

We want to bring tennis to you. We grow tennis, develop future champions and unlock opportunities for all through tennis. pic.twitter.com/TAiNnpc5ST

— World Tennis (@worldtennis) June 25, 2026

'After more than 110 years of proud history as the ITF, I'm truly excited for our future as World Tennis as we continue to grow our contribution to the development of the game in all corners of the globe,' stated David Haggerty, now President of World Tennis. World Tennis Chief Executive Ross Hutchins emphasized that the new name 'better reflects who we are today; the global governing body and guardian of tennis, working hard with our members to deliver tennis for life.'

A Bold Vision for Global Growth

The transformation is more than just a name change; it's part of an ambitious long-term strategy designed to elevate every aspect of the sport. World Tennis has outlined five strategic priorities, including a commitment to grow global participation from 106 million players to 140 million by 2035 – an increase of over 30 percent. The organisation has also pledged to reinvest at least 85% of all income generated each year for the next decade back into the game, empowering its national associations and driving collaboration.

Key strategic priorities also include powering future stars through enhanced global player pathways, driving innovation, and ensuring greater investment across the sport. The rebrand aligns World Tennis with other major international sporting federations that have adopted similar names, such as World Athletics and World Aquatics.

Davis Cup: The World Cup of Tennis Elevated

Central to World Tennis's vision is the continued elevation of its official nations competitions, prominently featuring the historic Davis Cup – often hailed as the 'World Cup of Tennis'. The 2026 Davis Cup schedule, largely mirroring recent years, demonstrates the commitment to maintaining the event's prestige and competitive structure. Wimbledon 2026 Prize Money: Total Reward Pool Hits Record INR 821 Crore; Champions to Net INR 46.1 Crore.

2026 Davis Cup Key Dates & Format

Italy, the reigning Davis Cup champions from 2025, will host the Final 8 in Bologna. Spain, as the 2025 runner-up, gains direct entry into the Qualifiers for 2026. The format for earlier rounds has seen a return to traditional home-and-away ties after earlier experimental changes. The Final 8, however, remains a concentrated event in a single host city.

While specific broadcast partners for the 2026 Davis Cup across all regions are not currently available, Betsson has been announced as the official sports betting partner for the tournament. This rebranding marks a significant step for global tennis, with World Tennis aiming to build a more unified, accessible, and commercially vibrant future for the sport, from grassroots participation to its premier international team competitions.

(The above story first appeared on LatestLY on Jun 25, 2026 02:45 PM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).