With tennis surging into the cultural mainstream, it makes perfect sense that the Women’s Tennis Association (WTA)—the governing body of women’s professional tennis—would unveil its rebrand in Los Angeles during Oscars weekend. Tennis and pop culture have long been intertwined, but thanks to Challengers, Netflix’s Break Point, King Richard, and a steady stream of A-list figures spotted courtside at the Grand Slams, the two worlds feel closer than ever.
Last night, against the golden-hour backdrop of the Sunset Tower Hotel, the WTA celebrated its new era with a stylish cocktail event, leaning into the sport’s booming popularity—2024 saw the highest-ever number of registered tennis players in the U.S.—and growing presence in the broader cultural conversation.
“We’ve seen tennis become a force in the zeitgeist,” said WTA CEO Marina Storti. “We want to get behind that momentum and support our players as much off the court as on it. We’re paying attention to their interests.” She cited 17-year-old rising star Mirra Andreeva, who has a passion for nail art. The WTA recently created a video with her that went viral, a testament to the organization’s efforts to reach younger audiences, digital natives, and even those who have never picked up a racket.
Aryna Sabalenka, the world’s No. 1 women’s tennis player, three-time Major winner, and co-host of the evening, was the epitome of effortless cool in a black leather Frankie Shop jacket and a black Hermès Mini Kelly, a striking contrast against the pastel Hollywood Regency interiors of the Sunset Tower.
“When you’re out there playing, especially in a Grand Slam final, it feels like you’re in a theater,” she said. “You’re putting on a show—bringing the heat, the drama. It really is like a movie.” That sentiment aligns with the WTA’s rebrand, which positions the tennis court not just as an athletic arena, but as a stage for high-stakes performance.
Sabalenka’s off-court style is well-documented; she frequently shares her fashion finds with fans on social media. “I love Loewe and The Row—they’re killing it,” she said, adding that she started collecting Hermès bags a few years ago and considers herself a “watch girl” with a particular fondness for Audemars Piguet. As for whether she’d ever design her own jewelry? “You know what? You’re giving me an idea now,” she laughed, as co-host Ava DuVernay looked on with a smile from the terrace.
Morgan Riddle, Vogue app contributor, influencer, and girlfriend of Taylor Fritz, praised Sabalenka’s star power. “She’s so impressive on court, but she’s also funny. Her TikToks, her personality—she’s just so engaging.” Ayan Broomfield, former college tennis player and partner of Frances Tiafoe, knows a thing or two about the crossover between sport and entertainment—she served as a live-action body double in King Richard. “The similarity between performing on court and on set is the pressure,” she said. “You have to deliver, no matter what.”
As the evening wore on, a pyramid of tennis balls branded with the WTA’s new logo cast long shadows in the twilight. With a packed Oscars weekend ahead, the party’s energy only grew, a reminder that tennis isn’t just part of the cultural conversation—it’s helping shape it.
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