‘We didn’t inherit a brand’: Billie Jean King Cup on its ‘louder, brighter’ revamp
Since rebranding from the Federation Cup in 2020, the women’s tennis team competition has undergone changes including a new CEO, ownership and identity.
By Molly Innes
The Billie Jean King Cup is rebranding to target new audiences, increase investment and, crucially, champion the ethos of its namesake tennis icon Billie Jean King.
Since 2023, the Billie Jean King Cup has been a joint venture between the International Tennis Federation and investment firm TWG Global. It’s a partnership that aims to inject money into the competition and support grassroots women’s tennis.
The joint venture was formed three years after the competition, which first started in 1963, rebranded from the Federation Cup to it’s current name, the Billie Jean King Cup, after the tennis legend herself.
And now, the competition is rebranding again under the leadership of CEO Kerstin Lutz, who was appointed in early 2024. It has a new visual identity and logo, themed around three key words: Louder, brighter, together, which will underpin the cup’s marketing for the long-term.
