Saturday 24 February 2018

The awkward reason why the World Taekwondo Federation has changed its name


By Nilima Marshall

Ever since the World Taekwondo Federation was founded in 1973, it has used the acronym “WTF” at its events and promotions.

But thanks to the digital age and the good old internet, WTF doesn’t feel like an attractive acronym anymore.

Concerned about the “negative connotations”, the organisation has decided to change its name to World Taekwondo to reflect the body’s “commitment to evolving and adapting to remain relevant with today’s modern audiences”.

“We know that in such a competitive world, we must always evolve and adapt to stay relevant and appeal to young and modern audiences,” said World Taekwondo president Chungwon Choue.

“In the digital age, the acronym of our federation has developed negative connotations unrelated to our organisation and so it was important that we rebranded to better engage with our fans.”

But you have to admit, WT doesn’t sound as catchy…

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