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Top WTA Tour Players pose with the Billie Jean King trophy for the WTA Finals in Riyadh, Saudi Arabia. L to R: Jessica Pegula, Jasmine Paolini, Madison Keys, Iga Swiatek, Amanda Anisimova, Aryna Sabalenka, Elena Rybakina and Coco Gauff Yumna Al-Arashi/WTA The 2025 WTA Finals get underway tomorrow in Riyadh, Saudi Arabia. The WTA Finals pre-tournament photoshoot has evolved from a yearbook-style class picture into an opportunity to promote the tour and personal brands. “The WTA Finals portrait shoot brings the WTA’s mission to life, celebrating the strength, individuality, and global influence of our athletes. It reflects our belief that the court is not just a field of competition, but a stage for greatness," WTA Ventures CEO Marina Storti said in an email to Forbes. Earlier this year, WTA Ventures, the commercial arm of the tour, worked with branding specialists Nomad and ChapterX, to redesign the tour’s identity. The objective was to preserve the past while promoting the future, lean into the global expansion of the game and diversity with a new theme: Rally the World. WTA Players pose before the WTA Finals in Riyadh, Saudi Arabia. L to R: Jessica Pegula, Jasmine Paolini, Madison Keys, Iga Swiatek, Amanda Anisimova, Aryna Sabalenka, Elena Rybakina and Coco Gauff. Yumna Al-Arashi/WTA “We’re honoring that legacy, and very politely thanking it for its service, so that we can go further and push a bit harder,” Nomad’s senior strategist, Issy Maguire, said in an interview with British-based Design Week. “The time had to be now because we are at an inflection point for women’s sports.” MORE FOR YOU Maguire sought to make today’s WTA stars more like characters in a drama, reflecting the binge-watching, TikTok-gamification of pop culture. Luckily for the WTA, its crop of social media-savvy superstars is marketing in motion. The WTAs Big 3 have easy-to-digest nicknames like Coco, Iga, and Saba. Players wear sponsorship patches on their clothing and promote jewelry, headphones, and handbags. From the walk-out to the post-match press conference, every moment on camera is a marketing opportunity. CANCUN, MEXICO - NOVEMBER 03: Coco Gauff of the United States prepares to walk out the players tunnel onto court for her round robin match against Marketa Vondrousova of the Czech Republic during day 6 of the GNP Seguros WTA Finals Cancun 2023 part of the Hologic WTA Tour on November 03, 2023 in Cancun, Mexico. (Photo by Clive Brunskill/Getty Images) Getty Images Although, the year-end championships predate the formation of the WTA — the Virginia Slims Circuit began an end-of-year tournament in 1972 — the current elite eight round-robin format began in 2003. This was the dawn of the glamour girls. Serena and Venus Williams drew record television ratings. Then, in 2004, Maria Sharapova emerged as an endorsement diva and reached her first WTA final. Still, the WTA Finals wasn’t as posh and polished as it is today. The 2006 WTA pre-tournament photoshoot looked more like a gathering of college women out on a sightseeing trip. MADRID, SPAIN - NOVEMBER 6 : The eight singles players (L-R) Amelie Mauresmo, Svetlana Kuznetsova, Elena Dementieva, Justine Henin-Hardenne, Martina Hingis, Maria Sharapova, Nadia Petrova and Kim Clijsters pose for a photogragh prior to the Sony Ericsson Championships at the Madrid Arena on November 6, 2006 in Madrid, Spain. (Photo by Clive Brunskill/Getty Images) Getty Images In 2007, Hugo Boss styled outfits for players who posed in what looked like a Forever 21 ad. Sharapova, Daniela Hantuchova, Ana Ivanovic, Jelena Jankovic, and Serena, all emerging fashionistas capitalized on the advent of equal prize money and tennis stars transcending the sport. MADRID, SPAIN - NOVEMBER 06: In this handout image provided by Sony Ericsson Championships and Hugo Boss Tennis stars (L-R) Anna Chakvetadze, Anna Ivanovic, Svetlana Kuznetsova, Maria Sharapova, Justine Henin, Daniela Hantuchova, Jelena Jankovic and Serena Williams pose for a photograph on November 5, 2007 in Madrid, Spain. The stars will compete in this week's Sony Ericsson WTA Championship in Madrid. (Photo by Sony Ericsson Championhips/Hugo Boss via Getty Images) Getty Images As the profiles of the players and their endorsement portfolios grew, the year-end photo shoot got more glamourous. By 2012, Serena and Sharapova were household names and Li Na had become an international icon. ISTANBUL, TURKEY - OCTOBER 21: (L-R) Li Na of China, Angelique Kerber of Germany, Petra Kvitova of Czech Republic, Victoria Azarenka of Belarus, Maria Sharapova of Russia, Serena Williams of USA, Agnieszka Radwanska of Poland and Sara Errani of Italy pose for the official photo of the TEB BNP Paribas WTA Championships - Istanbul on October 21, 2012 in Istanbul, Turkey. (Photo by Julian Finney/Getty Images for WTA) Getty Images for WTA In 2014, the last WTA Final Serena competed in, the looks were a mix-bag of after five and evening wear attire. The photoshoot used to be produced in house. In the last two years, the WTA has worked with creative agencies to transform the traditional portrait shot into a high-fashion production. This year, the WTA worked with Shay Johnson Studio as the creative and production studio for the shoot, renowned documentary photographer Yumna Al-Arashi and Becky Akinyode, an editorial stylist whose work has appeared in Harper’s Bazaar. SINGAPORE - OCTOBER 18: Players, Caroline Wozniacki of Denmark, Agnieszka Radwanska of Poland, Petra Kvitova of Czech Republic, Serena Williams of USA, Maria Sharapova of Russia, Ana Ivanovic of Serbia, Eugenie Bouchard of Canada and Simona Halep of Romania pose for a photo after the draw during previews for the WTA Finals at the Marina Bay Shopping Centre on October 18, 2014 in Singapore. (Photo by Julian Finney/Getty Images) Getty Images The creative team offered players guidance. However, the athletes were free to work with brands and designers with whom they have existing partnerships. After all, today’s WTA stars dominate the Forbes list of the highest-paid female athletes and are CEOs managing their endorsements and business ventures. “This year more than ever, tennis is at the heart of culture with a distinctive style and a generation of players connecting with fans around the world,” said Storti. "This shoot embodies our vision to rally the world, and gives our players the platform to lead the way." Swiatek has already earned more career prize money than Venus. In April, Gauff left Roger Federer’s Team8 management firm to launch her own firm, Coco Gauff Enterprises. Sabalenka has an equity stake in IM8, a nutritional supplement company. The most marketable player, Gauff, wore a dress custom-designed by Miu Miu, a brand that collaborates with her athletic apparel sponsor New Balance. Aryna Sabalenka wore an Audemars Piguet watch and a red cape dress by Alberta Ferretti. Madison Keys donned Brilliant Earth jewelry. Swiatek worked with Lurline, a Saudi Arabian luxury fashion brand founded by two sisters, Sarah and Siham Albinali. Paolini wore a dress by Brunello Cucinelli. Paolini has no official partnership with Cucinelli, but prefers wearing the Italian designer. "It was nice to see everyone dressed up in different fashions and styles, and it’s always fun to get glammed up," said Gauff, in an interview with WTA staff. “We go all year, tournament to tournament, in sweats and workout gear. This was an opportunity to showcase our personalities and our style, and be showcased in a different light as a whole.” Editorial StandardsReprints & Permissions
