Tennis has seen a surge in popularity in recent years, with major names in the sport fronting fashion campaigns, gracing magazine covers, and gaining attention on social media platforms like TikTok. The rise of the sport can also be attributed to the success of films like “Challengers,” which prominently feature tennis. The sport has become a draw again, with ESPN choosing Serena Williams to host this year’s ESPY Awards. The resurgence of tennis can be traced back to the Covid-19 pandemic, which saw an increase in people playing tennis as a safe and socially distanced activity.
The popularity of tennis has led to a significant increase in sponsorships and advertising within the sport. Brands are leveraging tennis players to target specific audiences and promote various products. Tennis plays year-round, attracting a diverse and global fan base that appeals to brands looking to advertise to affluent audiences. Tennis players like Roger Federer and Coco Gauff have become influential figures both on and off the court, with lucrative sponsorships and endorsements.
The sport is going through a changing of the guard, with new stars emerging on both the men’s and women’s tours. Young players like Carlos Alcaraz and Iga Świątek have become global superstars, attracting a younger, digitally savvy fan base. Players like Coco Gauff have amassed a large following on social media, allowing brands to target fans in a more personalized way. These players are not only promoting products but are also involved in the design process, showcasing their unique style and personalities.
New Balance, a relatively new player in tennis apparel, has found success by signing select athletes like Coco Gauff and Tommy Paul. The brand focuses on storytelling and maintaining a close relationship with its sponsored players, creating a sense of authenticity and trust. Other brands like Lacoste have a long history in tennis and benefit from their association with the sport. The luxury brand has become synonymous with tennis elegance and style, with top players wearing their iconic polo shirts on the court.
Tennis has had a significant influence on fashion and culture, with celebrities like Zendaya showcasing tennis-inspired ensembles. The sport has also become a magnet for premium spirit brands, with major tournaments serving up signature cocktails. Brands like Maestro Dobel have leveraged their sponsorship of tennis events to reach a wider audience and boost sales. The affluent audience that tennis attracts has made it an attractive platform for brands looking to establish a presence in the market.
The future of tennis looks promising, with the USTA aiming to increase the number of people playing the sport to 35 million within the next decade. The sport’s continued growth and popularity bode well for brands and sponsors looking to capitalize on tennis’s global appeal. With a diverse fan base, rising star players, and increased visibility in popular culture, tennis is poised to maintain its status as a premier sport for brands and advertisers looking to connect with audiences worldwide.
