A landmark moment for women’s sport

Today we launched a new brand with the International Tennis Federation (ITF), the ‘Billie Jean King Cup by BNP Paribas’. This has been a particularly empowering and exciting project to be part of for many reasons, and I’m super proud to see the brand and what it stands for getting the platform it deserves. This competition creates a pathway for young players to progress, and also (we hope) inspire young girls to give tennis a go or to make some noise and support your nation!

This is a landmark moment for women’s sport. This will be the first time a major global team competition, of this scale, has been named after a woman. 

Billie Jean King (who I’ve met and was charming, inspiring and fun) is a life-long activist for diversity, inclusion, and equality. She’s been campaigning on these issues for decades, but they are as relevant as ever in 2020. 

Our brand aims to bring this to life through its brand characteristics, its vibrant and fresh colours, its bold and fun visual language and its tone of voice.

The World Cup of Tennis: a tournament like no other. A platform to take the women’s game to the next level.

Raw, unfiltered competition. Individual players with unique qualities coming together as a team and creating bonds that last a lifetime. No such thing as mere ‘spectators’ – the fans are involved, they’re connected, they’re passionate, they’re loud. All court, all in. We’re seizing the advantage.

The World Cup of Tennis.

The Billie Jean King Cup: Be Bold. Make History.

This competition is one of the many ways in which the ITF’s Advantage All initiative aims to create equality and inclusivity in all levels of tennis. https://www.itftennis.com/en/about-us/governance/advantage-all/

https://www.billiejeankingcup.com