WTF?! Taekwondo governing body rebrands over 'negative connotations' of acronym

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Taekwondo's global governing body has rebranded after recognising the "negative connotations" of the acronym WTF.

The World Taekwondo Federation will now simply be known as World Taekwondo to avoid sharing the abbreviated version of its name with the textspeak for 'What the f***'.

"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.

"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."