Tennis Basics: A Global Sport Explained
Published on
by Mara Kottke
Whether it's Wimbledon, Boris Becker or the Davis Cup, tennis has long captivated people around the world. In this Insight, you can find out what makes the sport so special for businesses.
In this Insight:
Tennis as we know it today has been around for over 150 years - and it remains one of the world's most popular sports, thrilling millions of fans with its combination of technique, athleticism and mental strength. The ATP Tour (Association of Tennis Professionals), the WTA Tour (Women’s Tennis Association), the Grand Slams organised by the International Tennis Federation (ITF) and the Davis Cup are at the centre of the tennis world and feature numerous tournaments throughout the year. Unlike many other sports, tennis fans can watch professional tennis live almost every day, contributing to the sport's enormous popularity.
Professional Structures and Game Modes
Tennis is unique in its global tournament structure and the interplay of different surfaces and formats. Whether the events are played on grass, clay or hard court not only influences the way the athletes play, but also the economic and organisational aspects of the sport. There are also different forms of competition, such as singles, doubles and mixed doubles, which offer different marketing opportunities for both players and sponsors.
The ATP Tour and its Tournament Categories
The ATP Tour is made up of a number of different tournaments, which are awarded different amounts of ranking points and prize money. The ATP Challenger Tour, where tennis players usually start their careers, is considered the 'substructure' of the tour.
The ATP 250 is the smallest tournament category on the ATP Tour. The winner receives 250 ranking points and the tournaments are usually used by players as preparation for bigger tournaments.
The ATP 500 tournaments offer more prestige and prize money. Winners are awarded 500 world ranking points. Well-known tournaments in this category are the Barcelona Open, the Terra Wortmann Open in Halle or the Hamburg Open.
The next higher tournament category is the ATP Masters 1000, with a total of nine tournaments held each year. Well-known events include the Indian Wells tournament and the Madrid Open.
The four most important tournaments in the world of tennis are the so-called Grand Slams: the Australian Open in January on hard court, the French Open (Roland Garros) in May and June on clay, Wimbledon in June and July on grass and the US Open in August and September on hard court.
Grand Slam winners receive 2,000 ranking points and huge prize money - at this year's Australian Open, for example, the men's and women's singles winners each took home almost $2.3 million.
The year's top eight players compete at the ATP Finals in November.
The ATP Ranking System
The ATP Ranking is based on a player's 19 best tournament results over the course of a year. Each player collects points based on how far they progress in a tournament. The world ranking determines the entry lists for tournaments and is decisive for a tennis player's career.
Sponsorship & Tennis as an Economic Factor
Tennis is not only a huge sporting success, it is also an economic success. Athletes generate income through prize money and sponsorship deals with major brands such as Nike, Adidas, Wilson and Rolex. In addition, companies sponsor entire tournaments, such as Rolex for the Masters Series or Emirates for the ATP Tour with over 40 tournaments. In the past year alone, the number of sponsors in tennis has increased by 41 per cent, with the total value of sponsorship for the two governing bodies approaching US$60 million.
In the 2023 season, the WTA achieved a record global audience of over one billion viewers, underlining the enormous potential of tennis. Tennis is also very popular in Germany: Almost 22 million Germans are interested in the sport, 44 percent of whom are women. 75 per cent of those interested in tennis have an intermediate or higher level of education and 54 per cent tend to or definitely prefer a sponsored product. According to SportsBusiness' Global Tennis Report, there are nearly 800 million tennis fans worldwide.
The high-profile environment of tennis provides an ideal sponsorship environment for premium and luxury brands. The variety of sponsorship assets - from equipment to tournaments - allows brands to reach their audiences in a targeted way.
Conclusion
Tennis is a fascinating mix of tactics, athleticism and mental strength. The ATP Tour and Grand Slams offer exciting matches throughout the year, with new players coming to the spotlight every now and then. At the same time, tennis is an attractive platform for sponsors. Whether you are a spectator or a player, tennis remains a sport full of emotion and unforgettable moments.
Frequently Asked Questions
Everything You Need To Know
A rightsholder is a person or organisation that owns the legal rights to something.
In the sporting world, sport entities (sport federations, leagues, clubs, event organisers etc) who manage sport events are on the supply side and sell various types of rights to their events and products.
This could be the media rights, giving broadcasters the rights to air their events, or even sponsorship and naming rights, to have a company’s branding in stadiums or shown on certain moments on broadcast.
Sports rights refer to the legal permissions and agreements that govern the broadcasting, streaming, and distribution of sports content. These rights encompass various aspects, including live broadcasts, rebroadcasts, highlights, and digital media. Sports rights are typically owned by sports organisations, leagues, or event organisers, granting them control over how their competitions are showcased to the public. Media companies acquire these rights through negotiations, often involving substantial financial investments, to secure the exclusive or non-exclusive broadcasting rights for a specific period.
The value of sports rights has surged in recent years due to the global popularity of sports, driving intense competition among broadcasters and streaming platforms. Securing sports rights provides access to a captive audience and lucrative advertising opportunities. As technology evolves, the landscape of sports rights continues to shift, with a growing emphasis on digital and online platforms as major players in the distribution of sports content.
Marketing is crucial in sports for several reasons. Firstly, it enhances the visibility and popularity of sports teams, athletes, and events, attracting a broader audience and increasing fan engagement. Effective marketing strategies help create a strong brand image, fostering a connection between fans and their favourite teams or athletes. This emotional connection often leads to increased fan loyalty and support, translating into higher ticket sales, merchandise purchases, and overall revenue for sports organisations.
Moreover, marketing in sports plays a pivotal role in securing sponsorships and partnerships. Brands are drawn to sports entities with a significant and engaged fan base, offering lucrative opportunities for sponsorship deals. These partnerships not only provide financial support but also contribute to the overall prestige and marketability of the sports brand.
In the contemporary landscape, digital marketing and social media have become integral components of sports marketing, allowing for real-time interaction with fans, personalised content delivery, and global reach. Social media platforms serve as powerful tools to amplify the sports narrative and engage with fans on a more intimate level.
Ultimately, successful sports marketing goes beyond promoting matches and events; it cultivates a culture, builds communities, and transforms sports into a compelling and marketable entertainment product, driving the industry's growth and sustainability.
Sponsorship is a distinct and widely used form of marketing. It is a strategic business alliance where a brand provides financial or in-kind support to an event, team, athlete, or organisation in exchange for promotional benefits.
This collaboration aims to enhance brand visibility, build positive associations, and engage target audiences. Sponsorship is an integral part of a company's marketing strategy, contributing to the overall promotional mix alongside advertising, public relations, and personal selling.
It allows brands to connect with consumers in a meaningful way, leveraging the popularity and appeal of the sponsored entity to achieve specific marketing objectives. Whether in sports, entertainment, or other industries, sponsorship is a powerful tool for creating brand recognition, fostering customer loyalty, and aligning with the values and interests of the target market.
Establishing a partnership with an athlete, club, or federation involves a strategic approach and effective negotiation. Here are steps for each:
Athlete Partnership
Research: Identify athletes whose values align with the brand. Consider their audience demographics and market relevance.
Contact and Proposal: Reach out to the athlete or their management with a well-crafted proposal outlining the partnership benefits, objectives, and terms.
Negotiation: Discuss terms such as sponsorship duration, financial arrangements, and activation plans. Ensure mutual understanding and agreement.
Club Partnership
Research and Alignment: Research clubs that resonate with the brand's values and target audience. Align objectives with the club's goals.
Engage with Key Stakeholders:Reach out to club executives or sponsorship managers to discuss potential collaborations.
Customised Proposal: Present a tailored proposal highlighting the benefits, including branding opportunities, fan engagement, and joint marketing initiatives.
Federation Partnership
Understand Objectives: Understand the federation's goals and priorities. Align brand objectives with the federation's mission.
Engage with Decision-Makers: Reach out to key decision-makers within the federation to discuss potential partnerships.
Collaborative Planning: Work together to create a mutually beneficial partnership plan, considering financial contributions, promotional activities, and long-term goals.
Building relationships, demonstrating the value of the partnership, and negotiating terms collaboratively are key elements in establishing successful partnerships in the sports industry.
