A version of this article was originally posted in Racketbusinessnews.com in September 2019.
Tennis players have historically had demographics that make them an appealing market for companies wanting to sell sports cars, brokerage services, classy watches, and exotic vacation destinations. Hats off to the USTA for exploiting these demographics to generate significant revenue from sponsorships, advertising, and television rights to the U.S. Open.
Without a doubt, the U.S. Open provides positive exposure for the sport, and the USTA has used a portion of this revenue to develop programs that have been passed down to its 17 sections. With that in mind, it is fair to ask whether the use of the industry’s demographics to portray tennis as “the sport of kings” has diminished its appeal to the masses and played a role in equipment sales and participation levels that have been stagnant since 2010.
The following analysis compares the gender, ethnicity, age, education, and household income of the tennis population, as defined by TIA, to data from the U.S. Census Bureau. This data and analysis can be used to develop retention strategies in market segments where the needs of the players have been met. In addition, it points out underserved markets, where more costly and time-consuming investments are required to attract players.
Gender – Tennis is dominated by males. Data not included in the TIA 2019 study shows that 80% of USPTA professionals are male and only 8% of the top 100 women on the WTA tour have a female who coaches in some capacity.
| Table I – Gender TIA 2019 vs. U.S. Population | ||
| Gender | TIA 2019 | Census |
| Male | 55.0% | 50.8% |
| Female | 45.0% | 49.2% |
| Total | 100.0% | 100.0% |
| Source: TIA, Headwaters Economics, U.S. Census Bureau, WTA, United States Professional Tennis Association. | ||
Over the years, research in women’s sports has been conducted by many credible individuals and organizations. More recently, the WTCA has actively taken steps to increase the number of women tennis players and coaches. What else can industry leaders to increase the number of women players and coaches?
Ethnicity – A majority of tennis players are White/Caucasians. Table II shows that Whites/Caucasians and Asians are overrepresented in the tennis population and Hispanics, Blacks, and other minorities are underrepresented.
| Table II – Ethnicity TIA 2019 vs. U.S. Population | ||
| Ethnicity | TIA 2019 | Census |
| White/Caucasian | 69.5% | 61.5% |
| Hispanic | 10.8% | 17.6% |
| Asian | 9.4% | 5.3% |
| Black/African American | 8.9% | 12.3% |
| Other | 1.4% | 3.4% |
| Total | 100.0% | 100.0% |
| Source: TIA, Headwaters Economics, and U.S. Census Bureau | ||
For at least 30 years, tennis organizations have established well-intended committees and programs that looked at the challenge of making tennis available to underserved communities. How can the industry provide funding or grants to build courts and hire certified professionals to increase participation in underserved communities where programs and committees have been unsuccessful? What additional actions can be taken to actively meet the needs of underserved areas?
Age of Players – The median age of tennis players is about 10 years younger than the overall population, in part because about one-in-four players are under the age of 18. In addition, about half the tennis population is between the ages of 18 and 44.
| Table III – Age TIA 2019 vs. U.S. Population | ||
| Age of Players | TIA 2019 | Census |
| 6 to 12 | 13.5% | 9.7% |
| 13 to 17 | 12.6% | 7.1% |
| 18 to 24 | 13.7% | 10.4% |
| 25 to 34 | 20.4% | 14.8% |
| 35 to 44 | 17.0% | 13.7% |
| 45 to 55 | 12.4% | 14.5% |
| 55+ | 10.6% | 29.8% |
| Total | 100.0% | 100.0% |
| Median Age (all values) | 30.0 | 40.4 |
| Median Age (over 17) | 36.7 | 46.8 |
| Source: TIA, Headwaters Economics, and U.S. Census Bureau Note: The Census data was adjusted for unique TIA categories. In addition, TIA only counted players who were older than 5 years. | ||
The data shows the importance of retention in increasing tennis participation. Tennis is a sport that can be played for a lifetime; however, the data shows there is a sharp drop off in play when players turn 45. Will this decline in senior participation increase as senior take up pickleball and golf? What can the industry do to attract more juniors and retain existing juniors?
Education – Tennis players have high educational aspirations.
| Table IV – Education TIA 2019 vs. U.S. Population | ||
| Education | TIA 2019 | Census |
| High School Graduate | 98.5% | 87.3% |
| Bachelor’s Degree | 41.2% | 30.9% |
| Graduate or Professional | 23.5%% | 11.8% |
| Source: TIA, Headwaters Economics, and U.S. Census Bureau Note: The TIA data was adjusted to account for only adults. | ||
Student-athletes and their parents should be strong advocates for tennis programs in PK-20 education. How can tennis players be stronger advocates and supporters of tennis and physical education programs in elementary and secondary education? How can the industry motivate high school players to play tennis or other sports on a year-round basis? How can junior tournament players be motivated to play in high school programs? What can be done to improve the quality of coaching in high school programs? How can high school tennis players be encouraged to continue their careers in college athletic, club, or intramural programs? What type of funding or grants can the industry provide to build more courts and create more programs at high schools and colleges?
Household Income (HHI) – Tennis players have a median HHI that is significantly greater than the U.S. HHI.
| Table V – HHI TIA 2019 vs. U.S. Population | ||
| HHI | TIA 2019 | Census |
| $100,000 + | 41.7% | 26.2% |
| $75,000 to $99,999 | 17.4% | 12.3% |
| $50,000 to $74,999 | 16.8% | 17.7% |
| $25,000 to $49,999 | 16.1% | 22.5% |
| Less than $25,000 | 8.0% | 21.4% |
| Total | 100.0% | 100.0% |
| Median HHI | $88,100 | $57,462 |
| Source: TIA, Headwaters Economics, and U.S. Census Bureau | ||
It is possible for players to spend anywhere from a small amount of money to tens of thousands of dollars playing tennis each year. How can the tennis industry make the sport more accessible or affordable for players in lower income brackets? Can more unstructured or informal play, such as drop-in tennis, be incorporated in more facility programs to meet the needs of players who are not interested in formal or structured activities? How can the profession make tennis sexier and have the allure that it had when Billie Jean King beat Bobby Riggs in the Battle of the Sexes?
Using Demographics to Promote Participation –Wouldn’t it be great if industry leaders took a more in-depth look at the sports demographics, and other data, to find ways to make tennis more appealing to the masses? Wouldn’t it be great if the industry leaders developed attraction and retention programs that were designed, supported, and financed by the industry? Wouldn’t it be great if industry leaders could legitimately say there are 30 million tennis players in the U.S. and equipment sales, junior and adult participation, and the number of teaching professionals have been on the rise for the last eight years?