The marketing tactics used by tennis to attract audiences

With digital marketing techniques forever changing, major tennis organisations must always stay ahead of the curve to connect with fans. Whether it’s through brand sponsorships, online marketing campaigns, or media partnerships, tennis promoters have proven adaptable to growing and retaining audiences. Here, we’ve dissected these numerous marketing tactics that are instrumental to the business of tennis.

Digital Streaming Services

One of the most common ways that tennis organisers can directly reach fans is by creating digital platforms loaded with tennis content. For example, the ATP’s Tennis TV is a subscription-based site that offers full-match replays, access to interviews with athletes, and behind-the-scenes content with the coaching staff.

In a strategy that was first adopted successfully by online casinos, these platforms provide registration promotions that award special perks to new users. In iGaming, offers like this are an effective way of bringing in new players and staying competitive within a heavily saturated market. Similarly for tennis, this may also have the added benefit of driving audiences away from their media broadcasting partners, as they can then benefit from their own brand partnerships and advertising revenues.

Media Partnerships

Although they can be considered competition in the streaming age, organisers must still partner with media companies to ensure games are seen. This can include television networks, radio stations, print media, and websites, many of which are granted exclusive rights to broadcast games and utilise official data in their coverage.

The biggest such partnership in the USA is with ESPN, which recently signed a deal with the United States Tennis Association (USTA) to screen the US Open on the network for 12 years. Organisers are set to benefit from continuing the 15-year partnership due to ESPN’s large online presence.

Athlete and Event Sponsorships

Tennis’ top athletes have some of the most lucrative deals with sports and luxury brands in the world. Serena Williams benefits from deals with Nike, Gucci, and Ford among many others, while Roger Federer has partnered with brands such as Louis Vuitton and Uniqlo. These deals aren’t just beneficial to the athletes.

The sport’s association with popular brands keeps its image fresh and appealing, and positions the sport as being elegant and thrilling. Of course, tennis itself also capitalizes from advertising deals with Rolex, FILA, American Express, and Emirates, to name just a few. In addition to broader access to customers, the companies also help sustain the events with considerable investment.

Social Media and Extra-Media Campaigns

With tennis undergoing a surge in popularity, pundits have pointed to the increasing potential of social media to attract new fans. The last year has seen #tenniscore trend on platforms, with tennis fashion being a considerable draw. Younger athletes have used social media to generate interest in themselves in the sport, ensuring the sport’s longevity with the next generation.

This year also saw the release of the hit film Challengers, which put professional tennis at the forefront. Starring A-List talent and highlighting sponsors from Adidas to Loewe, the production team worked with the USTA to showcase the sport accurately. The film was a success and was lauded for its thrilling tennis sequences that further revived interest in the sport.

Tennis Continues Its Cultural Dominance

Tennis organisers have leveraged an array of marketing tactics to sustain audience interest. Through the clever use of modern technology and social trends, as well as high-valued brand and media partnerships, marketers have facilitated the continuing surge of tennis’ popularity to new heights.