Why tennis media is a fragmented mess, from Grand Slam broadcast rights to social media highlights

Alexandra Eala made headlines during the Miami Open in March with her exceptional performance. The 19-year-old tennis player from the Philippines defeated three Grand Slam champions, including Jelena Ostapenko, Madison Keys, and Iga Świątek, on her path to the semifinals. She even gave the 2024 U.S. Open finalist Jessica Pegula a tough fight in a three-set match in the semifinals. Eala’s remarkable run at the tournament solidified her status as a rising star in the tennis world.

What was even more surprising was how quickly Eala gained fame on the women’s tennis tour’s YouTube channel. Shortly after her impressive performance, she was prominently featured in “Rally the World,” a video series by the WTA that showcases players expressing themselves through the sport. Eala, who became the highest-ranked Filipino player in WTA history, described tennis as her stage to rally a nation.

The relationship between tennis and media has always been complex, with challenges around user-generated content and official broadcasts. Players like Coco Gauff have emphasized the importance of incorporating social media trends and engaging with fans through various platforms. The dynamic between official content and unofficial fan-generated content is at the forefront of tennis’ future.

When it comes to watching tennis events like the French Open, fans in the United States have multiple options, including in-person attendance, cable television, streaming services, and social media highlights. The distribution of media rights plays a crucial role in the financial ecosystem of tennis tournaments, with major broadcasters like ESPN and Warner Bros. Discovery securing lucrative deals.

While the traditional broadcast model remains dominant, there is a growing need for innovation in how tennis is presented to a younger audience. Platforms like Overtime, which cater to Gen Z sports fans, and partnerships between ATP Tour and content creators aim to engage fans in new and exciting ways. However, restrictions on sharing match footage and highlights pose challenges for fans and content creators seeking to promote the sport.

The potential merger between WTA Ventures and ATP into Tennis Ventures could streamline broadcasting rights and create a more cohesive viewing experience for fans. As the media landscape evolves, tennis tournaments must adapt to changing consumer preferences and technological advancements to ensure the sport’s continued growth and relevance.

In conclusion, the future of tennis broadcasting lies in striking a balance between traditional media outlets and digital platforms. By embracing new storytelling techniques, engaging with fans on social media, and exploring innovative content partnerships, tennis can expand its audience and remain a globally appealing sport.