Women’s Tennis Association has launched a global marketing campaign called ‘It Takes’. The agenda of the campaign is to showcase Iconic WTA tournaments and renowned women tennis players.

The idea of the campaign originated from boutique brand experience agency, Stevie and Fern in St. Petersberg Florida. WTA has consulted 140 both established and budding tennis players about what inspires them. Players gave various responses like ‘It takes heart’, ‘It takes purpose’, ‘It takes fight’, ‘It takes purpose’. Japanese tennis player Naomi Osaka was one of the 140 players that have been interviewed.

The President of WTA, Micky Lawler said, “We worked very closely with the players and tournaments, because ‘It takes’ is about their own identities. No two players are the same. What drives them? What does it take for them? There will be common factors, of course, but it is a very individually-tailored campaign.”

The campaign has been launched on all WTA platforms, social media and broadcasting channels.  For future, they are contemplating a campaign consisting of mini-documentaries about players. The tennis governing body hopes that will give the fans more information and exposure into the players and tournaments.

This is the first marketing campaign WTA has launched since 2015. The campaign will be customized for the unique tournament locations across the WTA’s 29th –country calendar.


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Aspiring journalist working for sportzbusiness.com and exploring the juncture of sports, business and technology. Interested in sports economy and logistics of sports policy-making.

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