VIEW: ATP Tour unveils new logo

Cape Town – The Association of Tennis Professionals (ATP) on Tuesday launched new brand identity.

According to the official ATP website, the plans are designed to change the way in which men's tennis is promoted all over the world.

The re-brand includes a new logo, visually distinctive assets that convey the energy and movement that embody world-class tennis, and the shortening of ATP World Tour to simple ATP Tour.

The new brand that is coming into force 1 January 2019, also reflects the changes and innovations that take place on professional tennis for men.

These include ATP testing of new rules and formats on the Next Gen ATP Finals last week in Milan – in addition to the announcement of the new ATP World Team Cup competition from 2020 and its groundbreaking Temporary Partnership with Amazon Prime announced in 2017.

"These ambitious and innovative initiatives enable us to improve and inspire sports fans around the world – from hardcore tennis followers to more casual fans, who may now only follow our sport at the ATP Finals or Grand Slam tournaments. is about the presentation of the fantastic entertainment and the intensive action that is offered throughout the year – raising awareness, involvement in digital and TV stimulation and packing stadiums wherever we are.

"We take a bold approach in everything we do at ATP, from our groundbreaking broadcasting partnership with Amazon Prime to the innovations we've tested at the Next Gen ATP Finals in Milan – an exciting time for the sport – with a mix of incredible legends that are still at the top and a new generation of stars popping up – so this is a good time to captivate new, younger fans around the world, "Chris Kermode, the Executive Chairman & President of the ATP, said through a press statement.

VIEW BELOW the evolution of the ATP logo since 1972:

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