High Tennis Traffic

Tennis is a well-known and extremely profitable sport with one of the most affluent audiences. It has earned a reputation as an elite entertainment: at matches, you will see advertisements for expensive designer clothing and accessories, and leading tennis players become ambassadors for brands like Louis Vuitton, Rolex, Porsche, and Dior.

Everyone has seen the game: players rally serves and try to hit the ball over the net with their rackets, attempting to outwit their opponent and score points. You can learn more about the rules and structure of matches in this video.

In this material, we focus on what makes tennis a promising direction for driving traffic: the audience, content formats, and the specifics of the tennis calendar.

Five Reasons to Drive Traffic on Tennis

1. Huge and rich audience. Broadcasts of major tournaments attract tens of millions of viewers. For instance, the Australian Open in 2023 was watched by over 800 million people worldwide. Crucially, the majority of tennis fans are individuals with medium to high income levels.
2. Spectacle. Tennis is the most spectacular individual sport. Short rallies with impressive serves, the reactions of the athletes and the crowd are perfect for creating "viral" content.
3. Matches run year-round. Tennis does not have a distinct off-season: top-tier tournaments run from January to November with roughly equal regularity, culminating in a final championship in November. This ensures a stable flow of high-quality event-driven traffic.
4. Global popularity. Thanks to the wide geography of tournaments, tennis is followed in all parts of the world, making it always possible to find a suitable GEO for traffic generation.
5. Exclusivity. Tennis is the choice of those who value style, prestige, and an intellectual game. It's no surprise that one in seven people globally with an income of $1 million or more is a fan of this sport. This same approach is shared by 1win — the Rolls-Royce of the online casino industry with the best service for VIP clients.

Tennis Audience

Age

On average, about 45% of tennis fans are in the 18-34 age range. Young people aged 18 to 24 are increasingly interested in tennis thanks to short, engaging content on social media and streaming platforms, making Reels, TikTok, and Shorts ideal formats for attracting them.

Average age of the tennis audience by region:

• Asia: 42% of fans are 18-34 years old; 38% are 35-54 years old;
• Latin America: 55% of the audience is 16-34 years old;
• Africa: about 40% of fans are 18-34 years old;
• North America: 48% of fans are 18-34 years old; 32% are 35-54 years old;
• Europe: 50% of fans are 18-34 years old; 35% are 35-54 years old.

This data shows that the younger audience is a key segment for promoting tennis, especially through digital channels.

Gender

The audience for professional tennis is distributed nearly equally: approximately 52% male and 48% female.

Geography

• Russia and CIS – approximately 8–10% of the global tennis audience (estimated, from 40–45% in Europe). Tennis ranks 3rd in popularity after soccer and ice hockey. Russia has a developed infrastructure and a strong tennis school with many successful world-class players.
• Canada, Argentina, Brazil — American countries traditionally follow tennis tournaments actively, especially during the US Open period.
• Japan and South Korea — in Asian countries, tennis is gaining popularity year after year, largely due to the growing success of tournaments like the Shanghai Masters.

Interests

• Healthy lifestyle: Research shows that one in three tennis fans actively participates in sports, pays attention to healthy eating, and engages in regular fitness activities. Therefore, wellness content is popular and highly demanded among the tennis audience.
• Travel: A significant portion of match attendees are travel enthusiasts, for whom visiting the court is an essential part of a cultural itinerary. Therefore, travel content can be particularly appealing to the tennis audience.
• Functional fashion: Tennis aims to combine athletic functionality with high fashion aesthetics. For example, the Adidas x Stella McCartney collaboration became a genuine fashion sensation. Luxury brands like Louis Vuitton incorporate tennis aesthetics into their advertising campaigns, making the sport a part of their audience's cultural experience.
• Old money style: The attributes of "Old Money," as evidenced by the social media of the most popular tennis players, are also popular among this sport's audience. Understated yet expensive designer clothing, the best cars and gadgets, an atmosphere of "quiet luxury" — all are constant companions of the tennis aesthetic.

Traffic Sources and Content Formats

The tennis audience is active on social media and consumes content across all popular platforms. The choice of traffic source will depend on your experience and preferences. We have already prepared guides on working with Instagram, TikTok — any of these platforms can be successfully used to drive traffic on tennis.

The variety of platforms opens up opportunities for publishing content in a wide range of formats. Let's look at each of them in more detail.

News

It's one of the most in-demand formats in tennis theme. It helps maintain the interest and relevance of your resource.

Operational coverage of events is the basis for audience engagement. In tennis, important events include match results, player injuries, changes in the men's and women's rankings, as well as rumors about changes in coaches, sponsors, and participation in team tournaments.

This content is ideal for platforms with a high speed of information consumption, such as Telegram and X/Twitter, where the audience expects instant updates.

Target audience: Men and women aged 18–35, following tournaments in real time. Younger users value timeliness and the ability to discuss events on social media.

Analytics

In-depth match analysis, player statistics, and tournament forecasts attract a more mature audience. For example, the blog TennisRatio regularly publishes analytical materials. Detailed video breakdowns are better suited for YouTube, while short analytical notes are best for Telegram.

Target audience: Men aged 25–44, interested in strategy and statistics.

Highlights

Serves, rallies, and the emotional reactions of athletes and the crowd are perfect for creating "vertical" videos. For example, the rally between Alexander Zverev and Novak Djokovic in the Roland-Garros quarter-final gained over 14 million views in less than a day.

This format is also ideal for Instagram Reels, TikTok, and YouTube Shorts, where the vertical format and dynamics maximize viewer engagement.

Target audience: Men and women aged 18–34, who prefer visually rich and emotional content.

Historical retrospectives

Historical retrospectives help immerse the audience deeper into the atmosphere of tennis, telling the stories of significant events, legendary matches, and outstanding players of the past, such as the video about the Williams sisters. This type of content, like stories about legendary athletes or essays on sports-related topics, shows excellent results over the long term.

Target audience: Men aged 25–44, who value historical context, and young people interested in the sport's origins.

Rankings and Why They Matter

To qualify for prestigious tournaments, tennis players earn points in the ATP and WTA ranking systems, based on results over the last 52 weeks. The higher the category of the tournament, the more ranking points its participants receive.

Any changes in the rankings are an excellent news hook. Regular updates to the leaderboards and the emergence of new, promising athletes often become viral news topics. The full points allocation table can be found on the official websites of the ATP (Men's Association) and WTA (Women's Association) in the Rankings section.

Structure of the Tennis Season

The tennis calendar runs from January to November and includes tournaments on three main surfaces: hard, clay, and grass.

Each season features one Grand Slam tournament (the most prestigious) and several other major competitions — this ensures stable audience interest and a constant influx of active event-driven traffic.

The calendar year is divided into seasons based on the court surface type. Each surface directly influences the spectacle and pace of matches, as well as the players' style. It is common for tennis players to perform best on certain types of surfaces, which creates rich ground for analysis, style breakdowns, and forecasts.

Hard Court Season (January — March)

Surface: Hard court — a rigid acrylic surface with a flat and predictable ball bounce. Play on hard courts is fast-paced, requiring precision, high reaction speed, and decision-making.

Key tournaments:

• Australian Open (Grand Slam tournament) — January, Melbourne;
• ATP / WTA 250, 500: tournaments in Australia and Asia — January–February;
• Masters 1000: Indian Wells and Miami Open — March, USA..

The Hard Court Season sets the rhythm for all subsequent seasons in the year: it shows who is in a good shape, who starts with victories, and who makes a breakthrough. A successful performance influences player confidence and their starting position in the rankings, which can affect their participation in future season tournaments.

Clay Court Season (April — early June)

Surface: Packed clay. Due to the nature of clay, rallies are slower, and serves are less "sharp" and dangerous. Clay season matches are a test of players' endurance and tactical flexibility.

Key tournaments:

• Masters 1000: Monte Carlo Masters, Madrid Open, Italian Open (Rome Masters) — some of the biggest tournaments on this surface;
• Roland-Garros (French Open) – late May – early June, Paris (Grand Slam tournament).

Grass Court Season (June — early July)

Surface: Natural grass — the most unpredictable. The ball bounces low and at high speed, rallies are short, and a powerful and accurate serve provides a huge advantage: players can score points on the first shot, leaving the opponent no chance to react. 

Key tournaments:

• Halle (Germany) – June – ATP 500;
• Queen’s Club (London) – June – ATP/WTA 500;
• Wimbledon — early July, London (Grand Slam tournament).

The Halle and Queen’s Club tournaments take place 1–2 weeks before Wimbledon and are considered the ideal preparation for it because they are also played on grass. Players participate in such tournaments to perform better at the main event of the grass season and one of the most prestigious and popular tournaments — Wimbledon.

North American Hard Court Series (August — September)

Surface: Hard court.

Key tournaments:

• Masters 1000: Canadian Open (Rogers Cup) – August – Toronto / Montreal and Cincinnati;
• US Open: August–September, New York (Grand Slam tournament).

Indoor Autumn Season (September — November)

Surface: Indoor hard court. There is no wind, sun, or rain here, and the bounce is more stable and fast.

Key tournaments:

• Shanghai Masters: October, China – a major Masters 1000 tournament on hard court;
• Paris Masters: November, France (indoor hard court) — the last Masters 1000 of the season.

Season-Ending Championships (ATP Finals / WTA Finals)

The Finals are the main individual event at the end of the tennis year, featuring the top 8 players of the year based on the ATP and WTA rankings. The tournament is held in November and concludes the professional calendar season.

The Finals attract a huge amount of event-driven traffic. For example, the broadcast of the WTA Finals Riyadh in 2024 was watched by over 78 million fans of women's tennis worldwide.

Venue:

• ATP Finals — Turin (Italy). Surface: indoor hard court;
• WTA Finals — usually held in Guadalajara (Mexico) or Shenzhen (China). Surface: indoor hard court.

Tournament structure:

• Players qualify for the final tournament based on ranking points accumulated during the season;
• Participants are divided into two groups of 4 people, with everyone playing everyone else in their group (round-robin format);
• The top two players from each group advance to the semifinals;
• The winners of the semifinals meet in the tournament final.

Features:

• This is the only tournament in professional tennis where a player can lose a match but still reach and win the final — thanks to the round-robin system;
• The tournament awards a large number of ranking points and prize money, comparable to the Grand Slam tournaments.

Team Tournaments: Davis Cup and Billie Jean King Cup

Following the Finals, team tournaments are held where athletes compete as part of national teams. Such matches usually acquire a special emotional intensity.

The Davis Cup and Billie Jean King Cup gather a huge audience: for example, the men's tournament in 2024 attracted an estimated 50 to 90 million viewers worldwide.

Davis Cup

• Team Composition: 4–5 tennis players participate as part of the national team.
• Format: a series of matches — two singles, one doubles, followed by two more singles.
• The national team that wins three out of five matches is victorious.
• The final stage takes place at the end of the year; teams qualify throughout the season.

Billie Jean King Cup (formerly Fed Cup)

• The women's team tournament, similar to the Davis Cup.
• The match format is analogical to the Davis Cup.

Key Influencers in Tennis

Major bloggers and media projects dedicated to tennis serve as key figures for shaping a content strategy. Analyzing them allows you not only to track current trends but also to adapt advertising integrations to audience expectations.

YouTube

• Tennis TV — the official channel of the ATP Tour with exclusive broadcasts, match highlights, and behind-the-scenes content. It publishes short clips weekly, such as "Djokovic Wins On His 38th Birthday," which garner up to 1 million views;
• The Tennis Podcast — an analytical channel with in-depth breakdowns of tournament draws, interviews, and historical retrospectives. For example, the episode about Iga Świątek's difficult journey at Roland Garros-2025 went viral ahead of the tournament start;
• Essential Tennis — an educational project with lessons for players of all levels. Clips like "How to Play Like Roger Federer" combine technical advice with analysis of star players' styles;
• ​​EuroSport Tennis — spectacular compilations from tournaments.

Instagram

• @sportsru_tennis — a Russian-language media account dedicated to tennis. News, memes, analytics, and highlights with a focus on Russian players and global events;
• @tennistv — best moments from matches, spectacular rallies, behind-the-scenes content from the ATP Tour, and regular highlights from tournaments;
• @tennischannel — the profile of the American TV channel Tennis Channel. News, interviews, clips from tournaments, and promotional content for broadcasts. Features a lot of exclusive and studio content;
• @thetennis101 — an aesthetic account about tennis, inspired by the old money culture and premium sports. The account is useful for those looking for visual ideas, stylish presentation formats, and examples of how to turn tennis into lifestyle content;
• @vsemtennis — a Russian-language blog focusing on important events, player achievements, and behind-the-scenes moments. Content is presented in post and story format with an engaged audience;
• @functionaltennis — an account about the tennis training process. Behind-the-scenes, many videos with drills, stroke technique. Training compilations attract hundreds of thousands of views.

X/Twitter

• ATP Media — official account with press releases and exclusives. Tweets about Djokovic's return after injury gained up to 50K retweets in the first few hours;
• The Tennis Letter — an aggregator of rumors and insider information;
• TennisTV — news, match compilations, ranking changes, rumors, and insider information;
• Olly Tennis — author's news channel.

TikTok

• US Open — official tournament channel. Best moments from matches, rallies that gain millions of views;
• TennisTV — rally compilations;
• Tennis Channel — compilations, interviews, memes. 

Media players

Knowing the key tennis stars is important not only for understanding the sporting context but also for working with content: mentions, highlights, and quotes from media players attract a broad audience.

• Roger Federer – 12.7 million followers on Instagram: one of the most media-friendly and popular players of all time.
• Rafael Nadal – 21.5 million followers on Instagram: famous for his athletic successes and luxury brand endorsements, he is especially popular in Spanish-speaking countries.
• Novak Djokovic – 15.7 million followers on Instagram: known for his athletic achievements, as well as creating his own health and fitness brand.
• Serena Williams – 18.1 million followers on Instagram: a legend of women's tennis, she is one of the most recognizable figures not only in sports but also in fashion, business, and media.

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