The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

GB Taekwondo Marketing

World Taekwondo Federation rebrands over ‘negative’ WTF connotations

Author

By John Glenday, Reporter

June 26, 2017 | 2 min read

The World Taekwondo Federation has bowed to the supremity of teenage internet text speak in order to ditch its eyebrow raising TLA (Three Letter abbreviation).

Taekwondo

World Taekwondo Federation rebrands over ‘negative’ WTF connotations

For its final WTF-moment, the global Taekwondo body will drop the f-word, henceforth referring to itself simply as World Taekwondo, ending association with a name first used in 1973.

Explaining its break with history, the sporting body cited the ‘digital age’ as having forced its hand, admitting that the prior abbreviation had become ‘unrelated to our organisation and so it was important that we rebranded to better engage with our fans’.

World Taekwondo president Choue Chung-won added: “World Taekwondo is distinctive and simple to understand and reinforces the global nature of our sport.”

"Our vision is taekwondo for all and as World Taekwondo we are confident we can build on our success to date and achieve that vision."

The rebrand will take place with immediate effect, commencing with the 2017 World Taekwondo Championships taking place in Muju, South Korea. It's not the only sport to look at a rebrand to engage more competitors, with India's Mission XI Million seeking to do likewise for football fanatics on the sub-continent.

GB Taekwondo Marketing

More from GB Taekwondo

View all

Trending

Industry insights

View all
Add your own content +