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Tennis is pushing past tradition—adding tech, experimenting with formats, and even hosting a reality dating show at the US Open—in a bid to grow its audience.
Lindsay Davenport, a three-time Grand Slam singles champion and now a Tennis Channel analyst, spoke to Front Office Sports Today about the ways in which tennis is trying to attract fresh viewers.
Racket sports in general have seen a popularity boom over the last few years. Pickleball, in particular, has exploded across the U.S., with courts and leagues popping up nationwide. Last year pickleball was the fastest-growing sport in the U.S. for the third year in a row, having grown 51% from 2022 to 2023, and 223% in three years, according to the Sports and Fitness Industry Association. Padel is also growing rapidly internationally, with 25 million active players in 110 countries.
Davenport sees this trend as a positive sign for racket sports overall. “Every time I drive by pickleball courts, I love it,” she said. “There’s so many people out there playing and being active and learning how to play. You see kids learning as well.”
While other racket sports grow, tennis—the original racket sport—relies on its stars to keep fans coming back. Coco Gauff and Frances Tiafoe are prime examples, packing stadiums with their charisma as much as their game. “A lot of people are really excited about the tennis they play, but also how they carry themselves and the messages they put out,” Davenport said, all of which helps “to make tennis cool again.”
Technology is also helping reshape the game. Electronic line calls and expanded video review systems put fans closer to the action. Off the court, the US Open will debut a “Bachelorette”-style dating show this year—a move Davenport calls “a little crazy,” but one she’s willing to watch unfold if it brings new eyeballs.
The US Open is also trying to spice things up with its revamped mixed doubles format.
“The US Open has this great initiative. They’re trying to make mixed doubles a huge focal point of that lead-in week. All the top stars are playing,” says Davenport. “Will they get more people watching or coming out to the US Open during fan week? Hopefully.” The winning doubles team will get $1 million in prize money.
“We want to make it the most popular sport in the world,” Davenport added.
Fans will also be watching if an American can get past Carlos Alcarez and Jannik Sinner, who have been dominating the Grand Slam tournaments. Andy Roddick was the last American to win the men’s singles tournament in 2003. “Every year going into the US Open, we talk about it all the time,” said Davenport.
Ben Shelton’s recent Canadian Open win gives Davenport some hope.
“Ben Shelton has that type of game where he can take the racket out of his opponent’s hand. He’s got big weapons. He’s such an explosive athlete,” she said. “He lights up the stadium as well. So all of a sudden, if you get on a roll in New York and you’re Ben, he had the crowd behind him in Canada. If he can play that high level tennis and have the crowd behind him… we could have an American male Grand Slam champion here pretty soon.”
The US Open will take place from Aug. 24 to Sept. 7 at the USTA Billie Jean King National Tennis Center in Flushing, N.Y.
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