LONDON • When the acronym WTF is used, most people associate it with "what the f**k", instead of World Taekwondo Federation.

So, in a bid to dissociate itself with the commonly used acronym, the World Taekwondo Federation (WTF) is planning to rebrand itself.

Hoss Rafaty, the WTF's secretary-general, told insidethegames that the governing body would look to market itself as World Taekwondo for business and commercial purposes, although there are no current plans to officially change the organisation's name.

The World Taekwondo Grand Prix and the World Taekwondo World Championships have already been renamed, after the matter was discussed at the body's extraordinary council meeting in Mexico City earlier this month.

The use of the slang acronym has grown significantly in recent years, becoming particularly popular as a social media shorthand.

The ATP World Tour Finals, the year-ending men's tennis tournament, also suffers from the same unfortunate acronym, although it is rarely used.

THE GUARDIAN