ATP And WTA Try To Net Gen Z: How Tennis Is Targeting Digital Natives
Serving Up the Future: How Tennis is Reaching the Next Generation
The End of an Era and the Rise of New Stars
The reign of the "Big Three" – Federer, Nadal, and Djokovic – has captivated tennis audiences for years. But with two retired and Djokovic's career nearing its twilight, the sport faces a critical juncture. As Nick Kyrgios pointedly observed in 2022, relying on just three players for marketing has finally caught up with the sport. A new generation of stars, like Carlos Alcaraz, who triumphed over Djokovic at Wimbledon, signals a shift in the tennis landscape.
On the women's side, Iga Swiatek and Aryna Sabalenka have dominated, but rising talents like Coco Gauff and 17-year-old Mirra Andreeva offer fresh perspectives. Gauff's significant social media presence, engaging with Gen Z, Millennials, and even Gen Alpha, positions her as a key figure in attracting younger viewers.
Adapting to the Digital Age: Short, Snappy, and Social
Tennis traditionally attracts an older audience, but connecting with younger viewers requires a new approach. Gen Z consumes content in bite-sized pieces, demanding short, engaging formats.
Innovative efforts like the Next Gen Finals, with its faster sets and streamlined scoring, and Patrick Mouratoglou's Ultimate Tennis Showdown, are attempts to cater to this evolving viewership. These initiatives prioritize audience interaction and a fast-paced, dynamic experience that aligns with the digital age.
Partnering for Success: The ATP and Overtime
Recognizing the challenge of engaging younger audiences, the ATP has partnered with youth-focused media brand Overtime. This collaboration aims to deliver tennis content tailored to social media platforms, specifically targeting Millennials and Gen Z.
"Younger audiences are social first when it comes to sports consumption and that drives how we reach and connect with them," Overtime CEO Dan Porter explained. "Working with the ATP is an opportunity to bring tennis and the culture around tennis and players into the social consumption habits of the younger demographic."
With Overtime boasting over 100 million followers across its social channels, the partnership offers "unique exclusive access," including player-focused content designed to resonate with younger fans.
Rebranding the WTA: A Fresh Look for a New Generation
The WTA is also embracing change, unveiling a refreshed logo and a revamped digital strategy. WTA Ventures spearheaded a creative campaign featuring short, engaging clips from players like Coco Gauff, Ons Jabeur, and Naomi Osaka, proclaiming a "new era" in women's tennis.
James Tollington, Group Director of global sports marketing agency, Fuse, notes, "The WTA’s rebrand...will have been created with Gen Z in mind and will look to build on some promising 2024 numbers which saw the WTA’s social following increase by 25%".
The Future of Tennis: Embracing Change, Engaging Fans
While epic five-set matches remain a hallmark of Grand Slam tennis, the sport acknowledges the changing landscape. The attention span of the digital native is shorter, and broadcasters are adapting. Tennis authorities are actively pursuing the next generation of viewers by tailoring their product to match their audience's consumption habits.
From innovative formats and strategic partnerships to rebranding efforts, tennis is evolving to remain relevant and engaging for the future of sports fans.