Tennis officials across the globe "are tinkering with various elements of the sport in a bid to retain and grow audience share," according to Courtney Walsh of THE AUSTRALIAN.
The Int'l Premier Tennis League, played through Asia and the Arab Emirates, "is a high-profile example."
In Brisbane last week, players and coaches in the women’s draw "had access to advanced analytical data courtesy of an agreement with statistical company SAP." In Sydney, Roger Federer and Lleyton Hewitt "will play Fast4 tennis, a concept that shortens the length of matches." In Perth, officials "experimented with on-court entertainment they hope to employ during the Australian Open, particularly on HiSense Arena." Whenever "there was a break in play at Perth Arena, be it at the change of ends or at the completion of matches, the entertainment would kick in." It may not be for the traditionalists but "it is a component of an interaction package officials hope will further engage fans." And Tennis Australia President Steve Healy "was encouraged by early feedback." Healy: "It differentiates this event from others. I think this is good, that it positions us in a different way. I think it has created a younger demographic in the crowd. We have to bring in things that entertain kids and bring kids to come to the tennis" (THE AUSTRALIAN, 1/12).
