Tennis Industry Digest #4: Italian tennis is enjoying a true golden age

Key developments and trends shaping the tennis industry – May 19–25.

It is not just about one rising star. Italy is witnessing a broader wave of talent moving up the ATP rankings. Jannik Sinner, now world No. 1 and a three-time Grand Slam champion, leads the way — but a new generation is quietly following.

One of the more notable breakthroughs this season comes from Flavio Cobolli. The 22-year-old from Rome claimed his first ATP title in Bucharest, then followed it with a more high-profile win in Hamburg, defeating Andrey Rublev in straight sets. Both victories came on clay — a surface where he is becoming increasingly dangerous. The results pushed him into the top 30 for the first time; he now sits at No. 26.

Italy has not seen this level of depth in years. Lorenzo Musetti continues to impress with classical shot-making and a one-handed backhand. Matteo Berrettini, despite recurring injuries, remains a threat on faster courts. Matteo Arnaldi is steadily climbing the rankings and has been consistently competitive against top-20 opponents. In total, seven Italian men are now ranked inside the top 50.

This is no longer a story of individual success. It reflects a system that is starting to deliver results at scale. And while “golden age” may be overstating it, Italy does appear to be entering one.

A prime-time spectacle for Italian tennis

The Rome Masters final between Jannik Sinner and Carlos Alcaraz drew a combined television audience of 6 million across RAI 1 and Sky – the highest ever recorded for a tennis match in Italy. Public broadcaster RAI accounted for 4.9 million viewers and a 37.7% share, while Sky contributed a further 1.1 million (8.7%).

The record figures owe less to the sport itself than to the conditions under which it was presented. Broadcasting the match in prime time on Italy’s most accessible television channel transformed a routine ATP 1000 final into a national event. For tournament organizers and broadcasters, the lesson is clear: in a fragmented media landscape, free-to-air exposure at the right moment still delivers unmatched reach.

Nadal departs the court – but not the industry

Rafael Nadal’s farewell ceremony at Roland-Garros was more than a sentimental tribute to a 14-time champion. Staged on Court Philippe-Chatrier before a full crowd – and in the presence of Federer, Djokovic, Alcaraz and Świątek – it marked the end of an era with calculated precision. A commemorative plaque bearing Nadal’s footprint was unveiled, and the Spaniard appeared with his infant son, symbolically closing his chapter on the court.

For tournament organisers, the event served a dual purpose: honouring legacy while reaffirming Roland-Garros’s role as the sport’s historical epicentre. In an increasingly commercialised tennis landscape, nostalgia remains a potent asset.

Nadal, meanwhile, is unlikely to recede from view. Though no longer competing at the highest level, he retains strategic value as a figurehead for institutions, sponsors and development programmes – particularly in Spain, where his academy has become a model for private-sector engagement in player cultivation. Like many of his generation, he is not departing from tennis – only changing roles.

Djokovic reaches 100 – and enters familiar territory

As Roland-Garros prepares to turn the page on Rafael Nadal, Novak Djokovic quietly collected his 100th career title – in Geneva, following a three-hour final against Hubert Hurkacz. He becomes only the third man to reach the milestone, joining Jimmy Connors and Roger Federer.

The match offered little spectacle, but a familiar result. Djokovic, by his own account, spent much of it on the back foot: “Hubi was probably closer to the victory the entire match than I was.” Nonetheless, he emerged with his first title since the Olympics – a modest success after a subdued clay season.

From a business perspective, such milestones remain useful. They provide tournaments with a ready-made storyline, sponsors with a legacy to associate with, and the sport itself with continuity at a time of generational shift. Like Nadal, Djokovic is not quite exiting the stage – but he is no longer playing the same role.

Roland-Garros looks east

The French Tennis Federation has extended its broadcast agreement with Sony Pictures Network until 2027, securing exclusive rights to Roland-Garros across the Indian subcontinent. The deal spans both linear and digital platforms, covering India, Pakistan, Bangladesh, Sri Lanka, Nepal, Bhutan, the Maldives and Afghanistan.

Since the partnership began in 2022, SPN claims annual viewership has grown by 41%. Elsewhere in the region, beIN Sports Asia continues to hold rights in Southeast Asia, while in the United States, the tournament is entering its second year under a $650m contract with Warner Bros. Discovery.

The Indian subcontinent and Southeast Asia are no longer secondary markets: they are home to some of the world’s largest youth populations with a growing appetite for international sport as part of mainstream cultural consumption.

Behind the scenes, Roland-Garros is executing a deliberate strategy: retain control at home – via France Télévisions and Amazon — and expand abroad through regional partnerships. 

USTA invests to future-proof Arthur Ashe Stadium

The United States Tennis Association has announced a major upgrade of the Billie Jean King National Tennis Center in New York, with total investment reaching $800 million. A quarter of that will go toward building a new player development facility. The centrepiece, Arthur Ashe Stadium – the largest tennis venue in the world – will undergo phased renovation while continuing to host the US Open.

Plans include expanding seating, upgrading hospitality areas, and improving food and retail infrastructure. The work will be led by Rossetti, the architecture firm behind the stadium’s original design and its last major overhaul in 2018.

Unlike many large-scale sports projects, the renovation will be funded entirely from USTA’s own resources. For federations in Europe and elsewhere, it is a rare example of infrastructure investment driven by long-term commercial planning rather than government support.

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