A new identity marks the beginning of a new era for Legends Team Cup as five years of development lead to the property's real international start in 2026
For five years, Legends Team Cup has been built, challenged, developed and continuously refined.
What began as an idea around the future of competitive tennis has gradually evolved into a much broader international sports property.
Competition formats have been explored.
Concepts have been developed.
Intellectual property has been created.
Commercial models have been tested and refined.
Relationships have been built across sport, media, destinations, hospitality and international business.
And throughout the journey, one ambition has remained constant.
To build something original.
Now, after five years of development, Legends Team Cup is approaching what LTC Holding considers its real international starting point.
2026.
“The last five years have been about development in the truest sense of the word,” says Mårten Hedlund, Founder and CEO of LTC Holding Ltd. “We have built, tested, changed, learned and developed a wide range of concepts and intellectual property around Legends Team Cup. There have been difficult periods, extraordinary moments and thousands of decisions along the way. But everything has brought us to this point.”
The development of Legends Team Cup has never been limited to a competition format.
Over the past five years, LTC Holding has worked to develop intellectual property and concepts across competition, team structures, media, content, hospitality, destination integration, commercial partnerships and audience experiences.
The result is a sports property built around a much broader vision.
“The important thing is that we have not rushed to define Legends Team Cup too early,” says Hedlund. “Every conversation, every event experience, every player relationship and every challenge has taught us something. The property we are preparing for 2026 is stronger because of the journey we have taken.”
A New Identity for a New Phase.
The introduction of a new Legends Team Cup visual identity marks the transition from years of development towards the next phase of the property.
At the centre of the new identity is a stronger and more distinctive LEGENDS
The visual language combines the stature associated with the word Legends with the speed, movement and energy of modern tennis.
The tennis ball and dynamic line create an immediate connection to the sport, while the wider identity has been developed for a property designed to live across competition, live experiences, media, digital platforms, hospitality and international partnerships.
“The new identity is much closer to who we are and what we are building,” says Hedlund. “Legends Team Cup has developed enormously since the original idea was created. We needed an identity with the confidence to grow with the property and to work internationally across sport, media, destinations and experiences.”
For Peter Agnell, the identity also reflects the broader demands placed on a modern international sports property.
“A sports property is now experienced across many different environments,” says Agnell. “The audience may first discover it through a digital clip, a broadcast, an interview or a live experience. Identity and recognition become increasingly important when all of those touchpoints need to feel connected.”
The new identity also places greater emphasis on the word Legends.
For Hedlund, this is fundamental to the long-term thinking behind the property.
“Being a legend is not about looking backwards,” says Hedlund. “It is about what you have achieved, who you are and what you are still capable of creating. That has always been part of the thinking behind Legends Team Cup. The story continues.”
A Thank You to the People Who Helped Build the Journey
The five-year development of Legends Team Cup has involved people from across tennis, sport, media and international business.
Players have shared their experiences and ideas.
Captains and sports professionals have challenged the competition concept.
Media specialists have contributed perspectives on global audiences and distribution.
Destinations and partners have helped develop new thinking around the role of a modern international sports property.
Entrepreneurs, investors, advisors, colleagues and friends of the company have supported the vision at different stages of the journey.
For Hedlund, recognising those contributions is important.
“Legends Team Cup would not be where it is today without the players, captains, colleagues, advisors, partners and friends who have believed in the idea and contributed during these five years,” says Hedlund. “Some have been part of the journey for a long time. Others have helped us at important moments. Every contribution has mattered, and I am genuinely grateful.”
“This has never been a journey built by one person,” Hedlund continues. “As founder, I may have carried the original vision, but many people have helped shape what Legends Team Cup is becoming. I want to personally thank everyone who has been part of these first five years.”
The new identity represents a more confident Legends Team Cup.
But it also represents something deeper.
A move from development towards execution.
From building the foundations to opening the next chapter.
“2026 is not simply another year in the development of Legends Team Cup,” says Hedlund. “For us, it is the real start. We now have a clearer understanding of the property, the company behind it and the opportunity in front of us. We are ready to take the next step.”
Five years of ideas.
Five years of development.
Five years of people, relationships and lessons.
The foundation has been built.
The real journey starts now.
Legends Team Cup. 2026.
FLAGSHIP SPORTS PROPERTY
