KEY TRENDS
ACROSS TENNIS AND 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
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 INTERESTS 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
*Annual Media Revenues
HUGE MEDIA GROWTH POTENTIAL
TENNIS RANKS 4TH IN POPULARITY WORLDWIDE, YET GENERATES ONLY 1.3% OF THE TOTAL VALUE OF GLOBAL SPORTS MEDIA RIGHTS
Source: SMG-Insight / SportBusiness Global Media Report 2021
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.
Source: Deloitte, PWC, Statista, ATP Data, PGA
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.
Source: Ampere Analysis
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.
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.