P12-16 Tennis:SGBGolf_NEW_template 27/07/2009 14:48 Page 12
Tennis
Tennis
Paul Clapham looks at the future of
the sport and rounds up some
superb product
I
n an ideal world, I would be enthusing about the potential for the hamstrung when it comes to developing the sport. All the above factors
tennis sector thanks to Andy Murray winning Wimbledon, or at impact on developing the market. But, oddly, when there are those public
least reaching the final. It was one of the nearer near-misses, but it courts, they are often underused (except, guess when) – I speak from personal
was not to be. Certainly everyone in the industry is absolutely clear experience of towns I know. Nor do you have to go out to the boonies to see
how important a Murray win would be to the market: massive, this. We have the £39million National Tennis Centre in Roehampton but,
fantastic, wonderful, the biggest thing for sport in this country since according to Andy Murray, nobody’s ever there.
1966 – bigger than the Rugby World Cup, bigger than the 2005 Ashes. On the other hand, tennis is not an expensive sport to participate in,
Brands like Head (who sponsor Murray) and Slazenger (who are certainly at the entry level where costs are similar to the main team sports. It’s
suppliers to the Championships) can foresee growth of their own easy to learn, you can play from an early age to an advanced one and it can
ranges from a Murray win (when it comes) but also across the board, be played at a huge range of standards from ultra social to Murray-wannabe.
especially at entry level. Since we have to wait at least another year for the Murray effect, what can
Such are the comments (no pressure from the business for next year then, be done in the meantime? You could take a leaf out of Head’s book. They
Andy). Everyone is also conscious that the Holy Grail is more achievable on work with the LTA, clubs, coaches, regional bodies, leagues and county
Murray’s watch than hitherto. But there’s also the recognition that the public’s associations and say that pro-active retailers invariably benefit by the same
eye, nicely focused on tennis recently, is about to be taken away by an Ashes approach on a local basis. If facilities provided by your local authority are
series. On the other hand, you can’t build a market on the ‘if, but, maybe, underused (as per my experience) you might highlight this in-store – people
please God’ element of one man winning six consecutive matches on grass in probably don’t know. Some local authorities are very active in promoting sport
June. (some, agreed, are truly useless) – can you tie up with the good ones to
Some 30 years ago, in his pomp, Bjorn Borg, asked why British tennis was in promote yourself?
the doldrums, answered: “You don’t know? You’re kidding! You haven’t got Head also stress that this year at least the British market will benefit from
any tennis courts.” Fast forward to 2009 and there’s Jamie Murray writing in having the ATP finals in London in November so there will be a second boost.
the Times as follows “Tennis isn’t played in schools…there aren’t many free Note how conveniently close to Christmas that falls.
public courts, in fact you have to work hard to find a court to play on Dunlop have a year round programme helping retailers who support their
anywhere…there are nowhere near enough places to play in the parks or brand, varying from in-store to online to on court activities. They have also
elsewhere.” He was also lamenting that most Brits start playing much later used player endorsements to help the specialist retailer with activities near
than the rest of the world. Wimbledon.
So, the LTA have, for the last 30 years, been throwing money at the sport in Karakal promote through their retailers, working with local coaches to push
an attempt to make us punch our weight internationally and, if the Borg- sales through independent retailers. They stress that they do not sell outside
Murray axis is correct, they’ve been throwing it in the wrong direction. Tennis the retail environment to supermarkets. Certainly the tennis market will be
is a truly international sport and a 12-month sport to boot, but for most Brits built by hard work not retail opportunism.
it lasts four weeks at most – tennis is Wimbledon in the UK. PRICE stress that they offer the only non-imported brand of balls. Others are
As a result, the country with the most coveted tennis crown in the world is being sold at margins and prices lower than in the 1960 and 70s, but with
12 SGB SPORT JULY 2009
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