Game, set, match:
Barty, the ‘Special Ks’ and a new era for tennis

Opinion

A female tennis player wearing red shoes, white activewear and a white cap. She is waving her black tennis racket at fans.

Ash Barty in her Women's Singles Quarterfinals match against Jessica Pegula of United States during the 2022 Australian Open. Image: Daniel Pockett / Stringer / Getty Images.

Ash Barty in her Women's Singles Quarterfinals match against Jessica Pegula of United States during the 2022 Australian Open. Image: Daniel Pockett / Stringer / Getty Images.

Australia has fallen back in love with tennis, but are we ready for a bold new era? UQ sports business and innovation specialist Dr Sarah Kelly OAM shares her insights on the next generation of tennis stars.

I don’t know about you, but I’m still getting over the very special Australian Open (AO) this year. It was special for many reasons: from history making performances like Barty’s and player branding like the ‘Special Ks’, to the showcasing of a new digital landscape in sport, including non-fungible token (NFT) tennis balls.

There was a lot to take in. Incredible performances. Huge personalities. More lively fans than usual, emerging from the longest lockdown in the world.

There was a sense of something different for this Grand Slam, which was delivered amid enormous COVID-19 challenges, and a rapidly shifting social and technological landscape that has heralded a new era of tennis.

Tennis, and its sponsoring brands, must remain relevant to the next generation of fans who will represent one third of consumers over the next decade.

The digitalisation of sport has seen the convergence of fashion, gaming and tennis – online and offline. New revenue streams are being derived through investment in virtual ‘minted’ tokens (NFTs), including skins, avatars and apparel.

An example of tennis moving into new digital revenue streams is the ‘art balls’ released as part of the AO.

These art balls could be bought and traded as NFTs and were updated with metadata collected from the first Grand Slam.

These balls are uniquely minted and contain data relating to a random 19cm x 19cm square of tennis court, and are updated with the shot action from that square throughout the tournament.

These digital asset balls have netted a staggering $4.4 million in trading revenue since their release in January.

The winning shot art ball for Ash Barty’s history breaking victory has reportedly traded at 1230 per cent above the floor price.

The AO has also launched a metaverse on the Decentraland platform to provide new engagement options for fans, in addition to new revenue streams.

Image: Darrian Traynor / Getty Images.

A tennis court is lit by two flood lights. Crowds fill the surrounding stadium, and in the background the sun is setting behind a silhouetted city skyline.

As an avid gamer, Nick Kyrgios is a pin-up celebrity in this new world of sport. His haircut, fashion-forward apparel and swagger all align with the online world, for example with his sponsors Nikeland on Roblox.

Kyrgios has now issued his own NFTs, signalling his cutting-edge positioning. It’s a nod to the new era of sporting collectibles and edgy, sometimes controversial, sporting identities.

It’s no coincidence that Kyrgios sports bright, fashion forward gear. This translates perfectly to the metaverse as downloadable outfits or shoes for fan’s digital avatars.

Together, the ‘Special Ks’ Thanasi Kokkinakis and Nick Kyrgios resonate as new age larrikins with a yin-and-yang mateship.

Their anti-authoritarian attitude and authenticity aligns with next gens. They’re also attractive to the young, male-dominated gaming sub-culture which makes up 3.25 billion players globally.

Sponsorship dollars have traditionally been weighted toward men’s sports and often favour unpredictability in athletes and teams. But the tide is turning.

Predictable athletes in tennis are securing big support from the fans, the sponsors and the ratings.

The consistency of Barty in performance and personality is attractive and worthy.

If we graph the two key dimensions of character and performance for athletes, we end of with Barty in the top right quadrant (high-high).

Many female athletes and teams can be represented in Barty’s quadrant – high performance and stellar character.

When a player’s performance inevitably fails or is not optimal, high character is still less risky as a brand investment, and fans and sponsors are noticing.

If the live crowd support is the litmus test, then Barty was the favourite. Where Kyrgios polarised, Barty united.

Sponsorship and brands are all about purpose, trust and authenticity. Barty’s brand embodies universal values and consistency, making her both attractive and low risk.

But Kyrgios, despite being controversial, is also attractive precisely for his authentic character and rebellious, unpredictable nature.

Kyrgios with his edginess, grittiness and emotional play (on and off the court) is talked about equally among tennis fans and gamers.

He is philanthropic and speaks his mind, and it pays.

Image: Daniel Pockett / Getty Images.

A woman holds a large silver trophy and smiles towards the camera. She is wearing a navy hoodie and a white cap.

And then there is Barty. Understated, humble and focussed, her character and performance transcend tennis.

She delivered an unforgettable national moment of achievement that was more than tennis – she signalled the celebration of a new champion with old values.

The women’s final attracted the largest audience in the history of the Grand Slam in Australia, drawing an average audience of 3.6 million.

The Special Ks also drew record ratings for doubles viewing in Australia, with an average viewership of 2.3 million.

While tennis, sponsors, fans and broadcasters are evolving to meet a shifting social and digital world of sport, there is no need for tennis to disregard its traditional buttoned up image.

While chasing the bells and whistles of new entertainment, it will be critical to elevate and celebrate the champions like Barty.

She may wear red shoes, but she embraces traditional and enduring values. She’s a woman in sport. An Indigenous woman. An Australian. There is so much more to Barty than tennis. She’s number one and the new face of tennis and sport.

The Barty Party is far from over. It’s just beginning. 

About the author

Dr Sarah Kelly OAM is an Associate Professor in Law and Marketing at UQ, non-executive director and an experienced commercial lawyer. She is globally known for her research, speaking and consulting in the sports field and is also co-leading a research hub at UQ in Trust, Ethics and Governance. She teaches Sports Law and Marketing, has won awards for her teaching and provides strategic mentorship to sports technology start-up companies. Her current research projects are focused upon esports, women’s sport, sports integrity and mega-event legacy.

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