Tennis and social media: How TikTok and player vlogs are growing the sport

The Changemakers series shines a spotlight on influential executives and individuals propelling the growth of their sports.

In a recent journey, a tennis champion found herself in need of inspiration as she prepared to defend her esteemed title. Following disappointing results in precursor tournaments, she turned to TikTok for motivation, where a simple fan comment shifted her perspective on expectations and success. Though she eventually didn't retain her title, her experience underscores a larger trend in tennis.

Players today leverage social media not just for personal expression, but to foster connections with fans, broadening the sport’s appeal. Platforms like TikTok and Instagram have become spaces where athletes engage and interact, breaking away from the self-serious image often associated with tennis.

One player, notable for content creation, provides engaging glimpses into the less glamorous side of professional tennis through a vlog co-hosted with her partner. Their weekly videos, sometimes over an hour long, showcase candid, behind-the-scenes moments.

Social media also reveals players' vulnerabilities, with some using platforms to share insights into their struggles or directly engage fans through Q&As. However, the accessibility of these platforms comes with risks, exposing players to potential online abuse after defeats.

Despite these challenges, athletes have developed strategies to cope, using platforms to either confront negativity or to maintain positivity by blocking harmful comments. This ability to manage interactions has become crucial as they navigate this new, digitally connected landscape.