Tennis has transitioned from a niche sport to a global phenomenon, captivating audiences worldwide. The growth of multicultural stars like Coco Gauff and Carlos Alcaraz has played a pivotal role in this transformation. However, the sport’s potential for further expansion, monetization, and appeal to multicultural consumers remains significant.
A Growing Global Market
According to the International Tennis Federation (ITF), the number of tennis players globally has surpassed 90 million. This surge can be attributed to increased accessibility, improved infrastructure, the digital age, and the popularity of televised tournaments. The growing popularity of tennis, especially in emerging markets, presents a lucrative opportunity for brands.
Opportunities for Business and Marketing
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Appealing to young cohorts
Of those under 45, 64% are considered casual fans, while only 14% of those 18 to 34 are deemed avid sports fans.
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Make it accessible
While tennis has traditionally been associated with higher socioeconomic groups, there's a need to address barriers like expensive coaching and ticket prices to make the sport more accessible to diverse audiences.
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Gender representation
While tennis is one of the few sports where men and women have equal prize money, media coverage doesn’t follow this trait, as women receive 41% less media coverage than men. Brands can help address this disparity by featuring female athletes prominently in their campaigns.
How can brands leverage Tennis popularity and multicultural appeal?
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Partnering with Iconic Figures
Collaborate with globally recognized tennis stars from various backgrounds to create authentic and relatable campaigns.
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Incorporating Cultural Elements
To resonate with diverse audiences, integrate cultural symbols, music, or traditions into marketing campaigns.
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Participating in Community Events
Support local tennis tournaments, clinics, or initiatives in underserved communities to build brand awareness and goodwill.
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Creating Inclusive Spaces
Design marketing materials and campaigns that are inclusive and respectful of diverse cultures.
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Showcase Cultural stories
Explore how cultural influences have shaped the careers and perspectives of star tennis athletes.
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Offer Immersive Experiences
Provide fans with unique and memorable experiences, such as behind-the-scenes access to tournaments, VIP meet-and-greets with players, or interactive tennis-themed events.
Data confirms the opportunity within the Multicultural audience
The growth within the multicultural demographic has been dramatic amongst the Hispanic/Latino population, which has seen a 90 percent increase over the last three years. Black/African-American participation has increased by 46 percent over the last three years, and Asian/Pacific Islander participation has increased by 37 percent over the last three years.
Overall, the number of people playing tennis (23.6 million) is more than the combined number of people playing racquet sports like pickleball (8.9 million), badminton (6.5 million), racquetball (3.5 million), and squash (1.2 million).
Tennis presents a compelling business opportunity with a growing global market. By understanding key trends and leveraging digital innovation, businesses can capitalize on the sport’s popularity and create sustainable revenue streams.
Credits: USTA, US Open