The Arthur Ashe Youth Tennis and Education nonprofit in East Falls is looking for a new name.
The reason for the name change is due to, what AAYTE President Kenny Holdsman says is, a mutual agreement with Arthur Ashe, Inc. to terminate their 10-year licensing agreement. Holdsman says the organization has been running into trouble as families involved with the program and those who are familiar with it, often refer to the organization as Ashe or Arthur Ashe. That, he says, is in violation of the agreement with Arthur Ashe, Inc.
“We were licensed to use the full name, ‘Arthur Ashe Youth Tennis and Education’ or ‘AAYTE’, and Arthur Ashe, Inc. entered into that licensing agreement with us in 2002,” he said. “No organization is licensed to just use Ashe or Arthur Ashe, but instead their full name or acronym.”
Holdsman adds that Ashe’s particular trademark has become more controlled in the years after his death in 1993.
In talks with Arthur Ashe, Inc. president Jeanne Moutoussamy-Ashe, Holdsman came to a conclusion: Create a new name for the organization with a separate tagline that honors the professional tennis player.
The tagline,”Inspired by the legacy of Arthur Ashe,” has already been established. But the organization is looking for fresh ideas for a new name from the public.
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