TENNIS EUROPE UNVEILS A NEW LOOK FOR ITS 50TH ANNIVERSARY WITH SAMBA DIGITAL’S SUPPORT

As Tennis Europe marks its 50th anniversary, the organization has embraced a bold new identity, signaling a modern and dynamic future for European tennis. This rebranding—the first major update in over two decades, aims to better connect with the next generation of players, fans, and stakeholders.

To bring this vision to life, Tennis Europe partnered with Samba Digital, leveraging our expertise in branding, creative services, and digital strategy to craft a refreshed and cohesive visual identity.

A modern identity for a new era

The new branding introduces a striking main logo, creatively integrating a tennis ball, the letter “E” (for Europe), and speed lines to reflect the sport’s energy and evolution. Retaining a familiar color scheme, the vibrant aquamarine green and deep blue palette ensures continuity while offering a fresh, modern look.

Alongside the corporate identity, the Tennis Europe Junior Tour—which hosts over 500 international tournaments annually—has also undergone a complete rebranding. The new Junior Tour logo, with its dynamic typography and interconnected lettering, captures the excitement and growth opportunities for young players striving to become future tennis stars.

“We are thrilled with the results of this collaboration with Samba Digital. Choosing the right partner for the project was key to its success and Samba’s expertise and guidance has helped us to craft a range of logos that unifies and highlights Tennis Europe range of products and events as never before. As we kick off our 50th anniversary celebrations, we’re not just looking back, but energised for the future.”

— Jonathan Jobson, Head of Communications, Tennis Europe

Samba Digital’s role in the transformation

Tennis Europe entrusted Samba Digital with the branding strategy and design for this landmark rebrand. Our team worked closely with Tennis Europe to develop an identity that not only resonates with today’s tennis community but also strengthens the federation’s position as a leader in the sport’s development.

“Helping Tennis Europe redefine its brand for the next generation was an exciting challenge. Our goal was to create a visual identity that embodies both heritage and innovation, ensuring that Tennis Europe remains at the forefront of the global tennis ecosystem.”
— Frédéric Fausser, CEO, Samba Digital

The new branding will be gradually implemented across all Tennis Europe assets and events, including the European Junior Championships, Junior Masters, Carlos Moyà 12&U Festival, and the Winter & Summer Cups.

As Tennis Europe steps into its next chapter, we at Samba Digital are proud to have contributed to this milestone moment, helping shape the future of European tennis through creative and strategic innovation.