Sports Updates: Beyond the Grand Slams: How Tennis Plans to Keep Fans Tuned In

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https://boardroom.tv/tennis-fans-beyond-grand-slams/

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Grand Slams dominate global attention, but professional tennis still offers months of high-quality competition afterward. The ATP and WTA are focused on better promoting these non-major events to sustain fan interest beyond the Slam cycle. Both tours run extensive fall schedules, including the Shanghai and Paris Masters for ATP and the China Open and WTA Finals in Riyadh.

The challenge is awareness. While three million Americans watched the Alcaraz-Sinner U.S. Open final, many casual fans don’t know what follows. WTA Ventures CEO Marina Storti highlighted that compelling narratives unfold weekly at 1000, 500, and 250 tournaments. WTA has leaned into social media, doubling video views and boosting followers by 25% in a year. A new brand identity and stronger athlete storytelling aim to deepen fan connections.

Players also stress visibility. Frances Tiafoe believes personal promotion from stars matters, while Marin Čilić called for more behind-the-scenes content to showcase each tournament’s uniqueness. Holger Rune suggested shorter events with fewer players to generate more hype, though ATP continues to expand events.

Media is central. Tennis Channel remains the sport’s year-round hub, airing 10,000 hours of matches and pursuing broader reach through Amazon, Roku, sports bars, airports, gyms, gas stations, and digital billboards. Partnerships help engage casual audiences, and record viewership of the Cincinnati Masters shows progress. WTA recently extended its Tennis Channel deal through 2032, cementing long-term coverage.

Still, broader distribution on mainstream platforms could help capture casual fans who otherwise tune in only for Grand Slams. Ultimately, the tours’ challenge is sustaining post-Slam momentum and ensuring their stars and stories shine year-round, not just during tennis’ biggest four stages.