INDUSTRY

TRENDS

Across tennis & entertainment that informed our approach.

INDUSTRY

TRENDS

Across tennis & entertainment that informed our approach.

TENNIS TODAY

GLOBAL

FANS

4th Largest Sport

TOURNAMENTS MARKETS

Across five continents

MALE - FEMALE

Audience split

GLOBAL

FANS

4th Largest Sport

TOURNAMENTS MARKETS

Across five continents

MALE - FEMALE

Audience split

TENNIS IS FRAGMENTED BUT OUR FANS SEE US AS

ONE SPORT

Professional tennis is governed by seven entities. Each currently takes a separate approach to marketing, sales and decision-making.

This fragmentation results in inefficiency, duplication and competition within tennis, rather than collaboration. Ultimately, this impacts the experience of following tennis year-round.

In reality, we are all part of the same ecosystem and storytelling - and our fans see us as such.

To drive the sport forward we need to leave aside individual interest and work collaboratively.

TOP SPORTS

LEAGUES OPERATE

CENTRALISED SELLING

Fragmentation within tennis is hurting our ability to service fans and monetise effectively compared to other centralised properties.

TOP SPORTS

LEAGUES OPERATE

CENTRALISED SELLING

Fragmentation within tennis is hurting our ability to service fans and monetise effectively compared to other centralised properties.

HUGE MEDIA

GROWTH

POTENTIAL

Tennis ranks 4th in popularity worldwide, yet generates only 1.3% of the total value of global sports media rights.

TENNIS RELIES TOO HEAVILY ON

TICKETING REVENUES

Ticketing revenues have been a major focus for tennis. Yet, with fixed stadium capacities, this is a revenue stream with limited potential for growth. COVID-19 also demonstrated the vulnerability of overreliance on ticketing. The biggest and most scalable growth opportunity lies in media. At present, we are failing to invest in content production, technology & innovation. In turn, we are underperforming relative to other sports.

The biggest and most scalable growth opportunity lies in media.

WE ARE IN THE

ENTERTAINMENT

BUSINESS

Competition in the media industry is fierce due to the vast choice of content distributed by an increasing number of digital platforms. Media and tech giants are becoming both creators and distributors of content.

DIGITAL PLATFORMS

ARE SPENDING

BILLIONS ON

CONTENT

Classic linear TV will continue to be important, but the landscape is shifting. Amazon and Apple have already entered the sports space - with other big players expected to follow.

DIGITAL PLATFORMS

ARE SPENDING

BILLIONS ON

CONTENT

Classic linear TV will continue to be important, but the landscape is shifting. Amazon and Apple have already entered the sports space - with other big players expected to follow.

MEDIA

CONSUMPTION

HABITS ARE

SHIFTING

Live content represents just over half of the total sports video watched by fans today. Instead, fans are consuming more short-form content than ever before.

Social media is becoming the new free-to-air.

MEDIA

CONSUMPTION

HABITS ARE

SHIFTING

Live content represents just over half of the total sports video watched by fans today. Instead, fans are consuming more short-form content than ever before.

Social media is becoming the new free-to-air.

CONTENT

IS KING

As a sport we must invest in short form & off-court content. This will will be critical to delivering highly-engaging, premium content to grow our athletes' following and the sport’s digital presence.

Non-live content creation & production is increasingly important to engage younger audiences & attract new fans.

TENNIS' SOCIAL FOLLOWING

IS RELIANT ON FEW PLAYERS

Investment in non-live content is critical to growing the sport's social following.

TENNIS' SOCIAL FOLLOWING

IS RELIANT ON FEW PLAYERS

Investment in non-live content is critical to growing the sport's social following.

KEY

TAKEAWAYS

THE TIME IS NOW

UNITY

Our competition lies beyond tennis, not within it. We must align our interests and work together.

OPPORTUNITY

Emerging trends in media and tech present huge growth opportunities for tennis.

FANS

We compete as part of the entertainment industry. We must invest and provide a richer experience for the fans.

KEY

TAKEAWAYS

UNITY

Our competition lies beyond tennis, not within it. We must align our interests and work together.

OPPORTUNITY

Emerging trends in media and tech present huge growth opportunities for tennis.

FANS

We compete as part of the entertainment industry. We must invest and provide a richer experience for the fans.

THE TIME IS NOW

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