WATCH: 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 transform the way that men’s tennis is promoted across the world.

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

The new brand, which will come into effect on January 1, 2019, also reflects the changes and innovation taking place across men’s professional tennis.

These include the ATP’s testing of new rules and formats at last week’s Next Gen ATP Finals in Milan - alongside the announcement of the new ATP World Team Cup competition from 2020 and its pioneering broadcast partnership with Amazon Prime announced in 2017.

“These ambitious and innovative initiatives will enable us to better engage and inspire sports fans around the world - from hardcore tennis followers to the more casual fans, who might currently only follow our sport during the ATP Finals or Grand Slam tournaments. This is about showcasing the fantastic entertainment and high-intensity action that is on offer all year round - raising awareness, driving engagement across digital and TV, and packing out stadiums wherever we go.

“We’re taking a bold approach in everything we do at the ATP, from our pioneering broadcast partnership with Amazon Prime to the innovations we’ve been testing out at the Next Gen ATP Finals in Milan. It’s an exciting time for the sport - with a mix of unbelievable legends still at the top of their game and a next generation of stars emerging - so this is a great time to be engaging new, younger fans around the world,” Chris Kermode, the ATP’s Executive Chairman & President, said via a press statement.

WATCH below the evolution of the ATP logo since 1972:

Tennis is evolving and so are we ??

Be the first to see our new logo which launches in 2019 ?? #LOVEITALL pic.twitter.com/p8zmoNbR2U

— ATP World Tour (@ATPWorldTour) November 13, 2018