The sport of tennis has experienced a resurgence in popularity in recent years, with major names fronting luxury fashion campaigns and stars gracing the cover of Vogue. Tennis has become a draw again, with ESPN tapping Serena Williams to host the ESPY Awards. The Covid-19 pandemic played a role in the sport’s increased popularity, as it was one of the few activities people could safely play while socially distanced. This surge has attracted the attention of new eyes and corporate interests, including fashion and Hollywood, leading to a boom in the sport.
The rise in popularity of tennis has also led to an increase in sponsorships and brand involvement in the sport. With weekly tournaments around the world, tennis attracts a diverse, global fan base, allowing brands to target specific audiences. Celebrities such as Roger Federer and Anne Hathaway have been involved in campaigns to promote various products. The sport provides a unique opportunity for brands to reach affluent and specific audiences.
The landscape of professional tennis is also changing, with a shift in power among the top-ranked players. With stars like Rafael Nadal and the Williams sisters experiencing changes in their careers, newer, younger players such as Carlos Alcaraz and Iga Świątek are rising to global stardom. Younger players like Coco Gauff are becoming influential figures, with a strong presence on social media and a growing influence on fans and brands alike.
Brands such as New Balance are taking advantage of the opportunities presented by sponsoring tennis players, focusing on storytelling and the unique characteristics of tennis as a solo sport. Lacoste, a brand with deep roots in tennis, continues to benefit from its association with the sport. The elegance and heritage of tennis have influenced fashion trends, with pieces from the tennis universe serving as inspiration for many.
In addition to clothing brands, premium spirit brands have also found a home in the world of tennis, with events like the US Open serving popular cocktails like the Honey Deuce. Alcohol brands see tennis as an opportunity to introduce themselves to a wide audience, particularly the affluent attendees at major tournaments. Sponsorship of tennis tournaments involves a significant investment, but for brands like Maestro Dobel, the exposure and association with the sport are worth the cost.
Overall, tennis is experiencing a renaissance in popularity and influence, with increased viewership, player engagement, and brand involvement. The sport’s future looks bright, with organizations like the USTA aiming to continue growing the number of people playing tennis in the coming years. With a diverse and global fan base, as well as growing interest from brands in various industries, tennis is solidifying its position as a cultural and commercial powerhouse in the world of sports.
