Tennis Industry Digest #2: Świątek stumbles in Rome and PTPA scores in court
Key developments and trends shaping the tennis industry — May 3–11.
On-court highlights
1. Rome Masters — the key stop before Roland Garros. The Rome Masters, one of the key tournaments of the season, is the final major stop before Roland Garros. Within the tennis community, there’s growing discussion around the idea of a “fifth Grand Slam,” and Rome is widely seen as the leading candidate. The tournament has already expanded to two weeks and continues to invest in infrastructure, but it still falls short of Slam standards — especially in terms of the number of match courts and overall logistics. Its proximity to Roland Garros also raises concerns about player workload and calendar priorities.
In the men’s draw, all eyes are on Jannik Sinner’s return. Can he, like Carlos Alcaraz, derail Alexander Zverev’s title defense? In the women’s field, the situation appears more clear-cut: Iga Świątek is out early, Coco Gauff continues to struggle with her serve, and Aryna Sabalenka is once again dominating.
→ Between the lines: Results in Rome shape expectations not just on court but off it — for sponsors, broadcasters, and Roland Garros organizers.
2. Iga Świątek exits in round two. The Polish star lost to Danielle Collins and has now gone 11 months without a title or a final. Earlier this year, it seemed the clay season would turn things around, but that confidence has faded with Roland Garros just ahead. While much has been said about Świątek’s mental challenges, more experts are now beginning to question her technique — opponents are changing pace more often, and her trademark heavy shots appear less effective.
3. Kvitová wins — then withdraws. Two-time Wimbledon champion Petra Kvitová claimed her first win since returning to the tour, defeating Irina-Camelia Begu in Italy. But the next day, she withdrew due to injury.
→ Between the lines: Comebacks after maternity leave continue to generate headlines in the WTA, but physical limitations make them a fragile basis for long-term investment — both competitively and from a marketing standpoint.
Industry news and trends
PTPA wins its first round. After years of advocacy off the court, the Professional Tennis Players Association, founded by Novak Djokovic and Vasek Pospisil, has secured its first legal recognition. A U.S. court prohibited any form of coercion or threats against players — though it did not restrict the ATP from communicating with them. This sets a precedent that reinforces players’ autonomy in taking public positions and could influence their participation in commercial campaigns.
→ Between the lines: This ruling could have far-reaching implications for athlete marketing rights, sponsorship independence, and the power dynamics between players and tour organizers.
BBC stays on the grass. The UK’s public broadcaster has extended its deal with the LTA through 2027, retaining rights to key grass-court events at Queen’s Club, Eastbourne, and Nottingham. This season, the BBC gets a unique bonus: for the first time in 50 years, Queen’s Club will host a WTA draw played on the same courts ahead of the men’s event. The expanded coverage clearly strengthens the WTA’s presence in the British media market.
Stella Artois builds its presence in tennis. The beer brand has extended its global partnership with the ATP Tour and the season-ending Finals in Turin through 2028. As a Gold Partner, Stella gains exclusive rights in VIP zones, runs fan-focused experiences like “The Perfect Serve,” and participates in the ATP No.1 Club — a select group of former world No.1 players. In a sport where beer consumption is rare, tennis offers an ideal stage for building a premium image.
Serving on the edge. While French player Alexandre Müller hasn’t made major waves on court, he’s drawing attention by promoting his new sponsor — OnlyFans. According to Müller, the platform is working to reshape its brand and is planning to sign more well-known tennis players. For now, the tour’s OnlyFans ambassadors remain Müller and Australian Nick Kyrgios, who still plans to compete at Roland Garros.
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Cover photo: Internazionali BNL d’Italia, facebook.com/internazionalibnlditalia
