Tsitsipas & Gaudenzi Discuss OneVision, Building Towards A Better Future

Two-time reigning Monte-Carlo Masters champion Stefanos Tsitsipas sat down with ATP Chairman Andrea Gaudenzi in Rome recently to discuss three key principles of OneVision, ATP’s transformational game plan for building the future of the sport.

The pair discussed the opportunity for tennis to generate revenue commensurate with its global appeal, the benefits of unifying the sport and the need to offer a better product for fans to effectively compete within the entertainment industry.

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Measured by number of global fans, tennis is the world’s fourth most popular sport, but it shares just 1.3 per cent of global media rights value. By comparison, golf is the world’s 11th most popular sport but attracts 2.5 per cent of global media rights revenue, almost twice the share claimed by tennis.

“We have over a billion fans and we under value, under monetise,” Gaudenzi told Tsitsipas. “Tennis has a huge competitive advantage because we are global. We have a very strong men’s and women’s product and I think we are in a very, very good position to attract a new generation.”

Coming together as a sport is another key principle of the plan, a broad goal that includes aggregating media rights, streamlining product offerings and increasing the number of premium tournaments where men and women play side by side.

“Ultimately putting everything under one umbrella,” Tsitsipas said.

“Under one umbrella, one guidance,” Gaudenzi affirmed. “To actually streamline the product and offer a better experience to the fans, who are the third principle of this plan. We need to shift the culture and the mindset in focusing on the fans. Providing a better and richer experience.”

Fundamental to that is recalibrating the calendar.

“The calendar is about strengthening the premium product, which is the main interest for the fans,” Gaudenzi said. “Seeing the top players in the top events in the top cities around the world. So the idea is to grow them similar to Indian Wells and Miami to 96 draw, 12 days. Then you will have Madrid, Rome, two weeks, two weeks. You would have Shanghai, two weeks. Canada, Cincy sharing three weeks. So we are trying to expand, giving more days, more prize money, bigger stages.”

Tsitsipas followed: “In a way that also means that the Top 100 players are provided good financial support for their efforts annually.”

“Exactly,” Gaudenzi said. “Now if you are guaranteed a steady income, where you can cover your expenses, pay the salaries to your team. It is going to be a lot better.”

Gaudenzi, a former Top 20 player himself, asked Tsitsipas for his thoughts on combined events, an important part of OneVision.

“It is a better structure, having tournaments held together,” the Greek said. “It allows for more fans to be attending and watching their favourite players, if that is a female or a male. They can get the whole package in one place.”

With ATP Masters 1000s in Madrid, Rome and Shanghai expanding to 12-day events in 2023 and Canada and Cincinnati following in 2025, recalibration of the calendar is required. “What is the plan on supporting 250s when weeks are going to become longer in 1000s?” Tsitsipas asked.

“Good question,” Gaudenzi said. “We don’t have a plan to now reduce the number of 250s. We think they are very important. We will reschedule them and we are also likely to have strong Challengers in the second week of the Masters for those who lose early to provide jobs to players.”

Gaudenzi and Tsitsipas also spoke of the significant potential for media growth. Compared to other sports, tennis is disproportionately reliant on ticket sales, where growth is limited due to stadium size. The biggest and most scalable growth opportunity lies in media and data, including the production of short-form, off-court, non-live content that appeals to younger audiences and casual fans. Tennis underperforms in these areas relative to other sports.

“How about content and social exposure for athletes?” Tsitsipas asked the chairman.

“As you know we are working now with the Netflix documentary all together. Our research shows that at the moment, live sport is about 50 per cent of the fans’ time. Content that is not live, beside the tennis matches, becomes more and more important to engage. Especially the younger generations. 

“That is why I think having the players and the tournaments sharing the success will also give the players a different mindset. So guys like you who contribute very well to our sport, with everything you do on court and off court, will actually contribute to more revenue, ticketing, sponsorship, etc. and you will have a direct benefit from that.”

“I love that idea,” Tsistipas said. “Finding solutions for a better future.”

OneVision includes two phases. Phase One, which has been approved by the ATP Board, is focused on aligning interests of all tournaments and players and enhancing the Tour’s premium product.

Phase Two, in collaboration with the WTA, ITF and the four Grand Slams, will focus on a new, unified governance for the sport and unlocking the ultimate fan experience.