The Business of Tennis ????: Sports Marketing and Media Coverage

Hello everyone,

Season 2 of the “Wimbledon Stories by Edem Spio” newsletter has been on a 2 week break but is back to serve you with your weekly bite-sized info on all things tennis business. As mentioned in the first edition of Season 2, the newsletter will preview this year's Wimbledon's The Championships, via the "The Business of Tennis" series. The series will focus on the wider tennis industry by highlighting the many aspects of the intersection between tennis and business.

Let's begin!

This edition analyzes how tennis events are marketed to global audiences and the role of media coverage in driving fan engagement and sponsorships.

Role of Media in Promoting Tennis Events

Media plays a pivotal role in promoting tennis events to global audiences, providing extensive coverage through television, radio, print, and digital platforms. Broadcasters like ESPN , Sky , BBC , Peacock and Eurosport offer comprehensive coverage of major tournaments, broadcasting matches live and providing in-depth analysis and commentary. Media outlets also produce feature stories, interviews, and highlights, generating excitement and anticipation among fans. Top stars like Roger Federer, Serena Williams, Rafael Nadal and Novak Djokovic frequently feature in top tennis tournaments, attracting viewers and enhancing the visibility of tennis events.

Below are some key tennis viewership stats (source: playtoday.co)

• In the UK alone, the 2019 Men’s Singles Final of Wimbledon recorded 9.6 million viewers, the highest TV viewership in all Grand Slam Tournaments.
• During the 2022 US Open, all matches in the Arthur Ashe Stadium were sold out, covering its capacity of 23,859.?
• The opening day of the 2022 Roland-Garros tournament recorded 32,453 spectators.
• The most attended Wimbledon in the tournament’s century-long history was in 2022, recording over half a million.

Marketing Strategies for Attracting Audiences

Tennis events employ various marketing strategies to attract audiences, including targeted advertising campaigns, promotional events, and partnerships with sponsors and influencers. Tournaments like Wimbledon and the US Open leverage their prestige and tradition to appeal to fans worldwide, while smaller events focus on local marketing initiatives to engage with their communities. Top stars such as Serena Williams, Naomi Osaka and Roger Federer often feature prominently in marketing materials, serving as ambassadors for their respective brands and attracting fans with their star power.

Broadcast Rights Negotiations and Partnerships

Broadcast rights negotiations are crucial for tennis events to reach a global audience and generate revenue through television deals. Tournament organizers work closely with broadcasters and media companies to secure lucrative broadcast rights agreements, ensuring that matches are accessible to fans worldwide. Partnerships with networks like beIN SPORTS USA , which holds rights to the US Open , and Sky , with rights to 4000+ matches from both the ATP Tour and WTA tour (80+ tournaments a year), provide extensive coverage and exposure for tennis events, driving fan engagement and sponsorship opportunities.

Social Media and Digital Marketing Tactics

Social media and digital marketing have become essential tools for promoting tennis events and engaging with fans. Tournaments and players utilize platforms like Instagram, Twitter, and Facebook to share updates, behind-the-scenes content, and highlights, fostering a sense of community and interaction among fans. Creative digital marketing tactics such as interactive quizzes, live streams, documentaries (make sure to check out "Break Point" on Netflix ) and player takeovers on social media platforms help enhance fan engagement and attract new audiences to tennis events. Top stars like Serena Williams, Roger Federer and Rafael Nadal have massive followings on social media, allowing tournaments to leverage their reach and influence to promote their events.

Case Study Analysis:

A compelling case study is the partnership between the US Open and ESPN . The US Open's collaboration with ESPN has transformed the tournament into one of the most widely watched and commercially successful events in tennis. ESPN's extensive coverage and innovative digital platforms have helped increase viewership and fan engagement, attracting advertisers and sponsors eager to reach the tournament's global audience. This case illustrates the power of strategic media partnerships in driving the success of tennis events and enhancing their appeal to fans and sponsors alike.

Tune in next week for another edition of the "The Business of Tennis" series.