The Confederation of African Tennis (CAT) today unveiled Tennis Africa, the new public identity through which it will represent and promote tennis across the continent. The announcement follows the decision of the CAT General Assembly on 12 December 2025 to adopt a new branding.

Tennis Africa is the public brand of the CAT. What changes is the way African tennis presents itself: with a name that is immediately understood, a distinctive visual identity and a clear direction for the years ahead.

The new name joins the two ideas at the heart of the organisation’s work, tennis and Africa. It is accompanied by a tagline that expresses both a responsibility and an ambition: “Serving Africa. Inspiring the World.” The first part reflects the Tennis Africa’s commitment to develop the game in all its member nations. The second reflects its wish to see African players, coaches and competitions take their full place on the international stage.

“Tennis Africa is not a new organisation looking for an identity. It is the same body that has already helped producing the continent’s champions, with a name that better serves its mission. Today is the beginning of a more modern, more united African tennis. Tennis Africa is our way of saying it clearly: this is one family, one continent and one ambition” Jean-Claude Talon, President of Tennis Africa.

The new logo brings together a tennis ball, the shape of the African continent and an open view of the world. Its gradient of colours draws on the diversity of African nations and the colours of their flags, expressing the unity of a continent whose strength lies in its variety.

Tennis Africa also sets out a clear framework for the organisation’s work. Its vision is to become the fastest-growing and most influential tennis region in the world. Its mission is to build a united and thriving African tennis ecosystem that develops champions, empowers federations and creates lasting opportunities. Its work is guided by five values: excellence, sustainability, collaboration, integrity and innovation.

To mark the launch, Tennis Africa is placing the African Junior Championships (AJC) at the centre of its story. Through the campaign “Where Champions Begin”, it recognises the competition where many of the continent’s best players took their first steps. From 21 to 24 October, the “AJC Alumni” series will feature champions who began their careers at the AJC and went on to reach the highest level of the sport, the legacy of the Best Nation’s Trophy, notable records in the history of the championships and the newest generation of AJC champions.

In an open letter to the African tennis family, Tennis Africa President Jean-Claude Talon thanked the federations, coaches, players, officials, volunteers, families and partners whose daily work sustains the sport on the continent. He invited all of them to adopt the new identity and to take part in the next stage of its development.

Tennis Africa also invites federations, clubs, players and fans to join the campaign by sharing the story of where their own tennis journey began, using the hashtag #WhereChampionsBegin.

Read the Presse release here
Read the President’s open letter here