Tennis Australia has reaffirmed its commitment to working with social media influencers and content creators, contrasting with Wimbledon’s recent decision to exclude such figures following disturbances at the US Open.
The controversy around influencers at the US Open centered on disruptive behaviour, including loud noises and the use of bright lighting, which interfered with players during live points. In response, Wimbledon announced it would ban content creators and influencers from its London tournament and prohibit the use of ring cameras known for their intense lighting.
Despite this, Tennis Australia views influencers as an important component of its strategy to broaden the sport’s appeal. Brie Stewart, the organisation’s director of content, described influencers and creators as “a new form of media” that can help attract fresh audiences to tennis and the Australian Open specifically. She emphasized that engaging these individuals aligns with Tennis Australia’s broader goal of inspiring increased participation in the sport.
To address concerns about potential disruptions, Tennis Australia implements clear guidelines for influencers attending its events. These rules, communicated in writing before attendance and reinforced through briefings or phone calls, are designed to ensure compliance with the same professional standards expected of traditional media. This approach forms a key part of Tennis Australia’s ongoing effort to collaborate with the evolving media landscape.
Stewart noted that Tennis Australia’s engagement with influencers extends beyond major tournaments to year-round initiatives aimed at growing the sport. The organisation invites influencers to participate in coaching sessions and promotional programs such as Cardio Tennis and Hot Shots, integrating them into diverse tennis formats. Partnerships span a range of audience interests, including sport, gaming, fashion, beauty, family, music, and food and beverage, with the objective of encouraging more people to experience and enjoy tennis.
Following the most recent Australian Open, Tennis Australia reported that several participating influencers began playing tennis regularly, underscoring the perceived effectiveness of its strategy. Through these efforts, the national sports body aims to both expand its fan base and nurture new players, reinforcing tennis’s position within Australia’s sporting landscape.