Tennis Ireland has this week unveiled a bold new brand identity, rooted in the simple truth that ‘Tennis is a game for everyone.’
“We are incredibly proud of the talent Ireland is producing,” said Kevin Quinn, CEO of Tennis Ireland, “but we’re not here to just support high-performance athletes. We’re here for everyone who wants to pick up a racket. ”
“Tennis is scientifically proven to be the best sport for lifelong health and wellbeing, and our new brand identity reflects our purpose – to give everyone the game of their life. ”
“It doesn’t matter if you’re in Malin or Mizen; tennis delivers a powerful mix of physical, mental and social benefits. It’s a game that keeps your heart pumping, your mind sharp, your spirits lifted, and your friends close.”
To support this renewed focus on accessibility and visibility, the provincial branches of Tennis Ireland will now be known as Tennis Connacht, Tennis Leinster, Tennis Munster, and Tennis Ulster.
This change draws on the communications principle that what comes first focuses attention and primes the brain for what follows.
“By putting the word Tennis first we are amplifying the individual province and strengthening the message that tennis belongs to everyone, everywhere,” added Quinn.
The rebrand also highlights tennis as a full-body workout and social connector all in one—an activity that promotes cardiovascular health, reduces stress, slows ageing, and sharpens the mind. With its natural rhythm of bursts and pauses, tennis mimics high-intensity interval training (HIIT), known to boost heart health and even lengthen telomeres, the biological markers of ageing.
The rebrand was undertaken by Ringers Creative.
“Tennis is such an iconic sport quietly embedded in all our minds, so there were so many potential starting points for this rebrand,” said Steven Mangan, Co-founder of Ringers Creative.
“But that simple thwack when you first connect with a tennis ball brought out the kid in the whole design team – players and non-players alike. As soon as we landed on that one perfect moment, we knew where we had to go with the identity.”
“Our new identity reminds us every day why we do what we do,” Concluded Kevin Quinn.
“We’re building a tennis nation—where every age, every ability, and every ambition finds its place to compete and have fun on court.”
“Tennis is more than just a sport—it’s a metaphor for life. You won’t win every point. But you learn to adapt. To move forward. To keep going. And that’s what makes tennis so meaningful and fun.”
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It is simple but effective and a nice piece of storytelling around putting Tennis first.
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