The WTA announced a rebrand Thursday, and the initial discussion will likely center on the merits of the new logo, color scheme and mission statement to “rally the world.” Away from the new design and the soundbites, the governing body of women’s tennis is aiming to put itself at the forefront of women’s sports and culture. “We are at an inflection point, where we have an opportunity to really strengthen and elevate our global identity,” Marina Storti, WTA Ventures chief executive, said in a phone interview. “And for me, it’s about being at the forefront of culture.”
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