INDUSTRY
TRENDS
Across tennis & entertainment that informed our approach.
TENNIS TODAY
GLOBAL
FANS
4th Largest Sport
TOURNAMENT 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.
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, Apple and Netflix 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.
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.
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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