The Billie Jean King Cup (BJKC) , previously known as the Fed Cup, has revealed a fresh brand identity, four years after its renaming in honour of tennis legend Billie Jean King.

The rebrand features a logo inspired by the shape and outline of a tennis court, with a colour palette centred around 'Billie Blue', a hue famously worn by King throughout her career. The word 'Cup' has been personally crafted by King herself, executed in 'Bounce Yellow'.

The rebrand aims to celebrate the competition's legacy as the brightest, boldest, and most unifying event in women's sport, with a record 137 nations competing in 2024. The competition is set to break its own record in 2025, with 146 nations set to compete.

Chair of Billie Jean King Cup Limited, Ilana Kloss, said: "As we enter a new era for the Billie Jean King Cup, our new branding champions the essence of the tournament and the energy of the women’s World Cup of tennis. It is special to see Billie Jean’s handwriting incorporated into the new identity."

CEO of Billie Jean King Cup Limited, Kerstin Lutz, said: “Billie Jean King’s vision has always been about pushing boundaries and empowering women through sport. With this rebrand, we seek to amplify that legacy, embracing the power of team competition and inspiring future generations through passion, skill, and stories of incredible female athletes. The Billie Jean King Cup is more than just tennis – it’s a movement for lasting change.”

CEO of LBA Branding, the agency behind the rebrand, Adrian Goldthorpe, said: “Women’s tennis is a truly amazing sport and fan spectacle which is amplified when it manifests as a national team event, so it was a real privilege to collaborate with the team at Billie Jean King Cup Limited on the development of the new strategy and identity for the competition."

The rebrand will be reflected across all social media, advertising, marketing channels, and event signage.