While tennis has long been very popular, it hasn’t been among those elite sports that command the biggest followings regardless of the competition in play, like football. In search of reaching new audiences and expanding the pool of talent to further propel tennis into the future, its governing bodies developed new strategies.
Already, headlines are being made about the size of tennis’ audience and how it continues to grow because of these efforts. As is often the case these days, mastering the digital landscape has been key, even when it comes to improving attendances at both major events and training centres.
Creating Accessibility through Digital Means
For a sport to reach new heights, it needs intense levels of competition between individuals and teams who best showcase the sport at its very finest. To achieve that, sports need to invest further down the line rather than just in the elite stars and competition of right now. The Lawn Tennis Association realized this and joined up with Deloitte to achieve this.
Together, they have built bespoke digital platforms that will make playing the game easier for all. An improved website, booking apps that enable access to the LTA’s many courts, and a program that enables free play were all introduced to reach new audiences and get rid of barriers stopping involvement. The popular racket sport of Padel was also of focus, with it seen as another pathway to tennis.
Beyond getting people involved, the sport has been forced into a pivot on the biggest stages of all. Rivalries have long been a huge selling point for tennis, and in this era of men’s tennis, it’s been all about the Big Three. That has since faded, with there now being a need to refocus on the next stars and the impressive demands of the sport.
Seeking a similar surge in interest as Formula One found, Netflix’s Break Point takes sports fans behind the scenes to showcase what the sport truly demands of its stars. It helps to personalise them and promote up-and-comers who can generate massive following for years to come. The show humanises everyone involved and creates the sellable stories tennis has long thrived on.
Further Expansions on the Horizon
Creating more interest in the professional sport and partaking in tennis is huge part of why tennis is flying right now. What’s needed next is to explore new and foreign arenas that could also help to raise the profile of the sport and connect to potential fans in different ways. It’d be about meeting fans where they are rather than bringing them into the existing fold.
Just as it’s embraced the new age of streaming, tennis could also expand into other forms of newer digital entertainment. As many other sports and brands have, tennis could get into iGaming with its own in-theme, official slots, live games, or slingo, as the hit series Rainbow Riches has with Slingo Rainbow Riches.
The in-theme game of rolling Irish hills and leprechauns fits in alongside the myriad of different themes there, including horse racing, the Day of the Dead, football, fishing, Norse mythology, pirates, and more. Like jumping into new arenas of digital entertainment, tennis would also do well to further extend its reach around the world.
Emerging markets spearheaded by new talents are creating new opportunities to further grow tennis. Deliberate investment in these countries and their tennis boards is essential to keep that kind of momentum moving, as is the exploration of new regions. A tennis star can come from anywhere, provided they’re given the opportunity to test themselves conveniently.
Tennis is reaching vast new audiences thanks to the sport’s successful efforts in becoming more accessible and appealing in many different arenas. Going forward, the sport’s governing bodies should continue to explore new horizons to keep on growing.
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