For over a century, tennis has captivated fans worldwide, evolving into one of the globe’s most popular sports. While the sport’s fandom continues to grow, newer racket sports—like padel and pickleball—are gaining attention (and courtspace). For brands and rights holders, understanding the inherent strengths of tennis, its dedicated fanbase and its strategic position within the competitive racket sport landscape can unlock key opportunities to connect with enthusiastic fans.
Who are tennis fans?
A fundamental understanding of the tennis fanbase is the cornerstone of any successful strategy. These passionate individuals are the lifeblood of the sport. The good news is that tennis was among the most popular sports in 2024, demonstrating its widespread appeal across the globe. And over the last four years, Nielsen Fan Insights data shows that the global fandom for tennis has grown, reaching 33% in 2025.
Tennis’ popularity transcends age groups. The sport’s diverse age profile underscores its ability to attract and retain fans across different life stages, offering a broad spectrum of target audiences for brands. Analyzing the demographic breakdown globally also reveals a relatively balanced gender split, with women representing 46% of fans and men representing 54%.
The sport’s broad appeal contributes significantly to its global reach, making it a powerful platform for sponsorship and economic impact. To maintain its leading position and continue its impressive growth trajectory, tennis must proactively address upcoming challenges and leverage its inherent strengths.
The rise of other racket sports
Tennis does not exist in a vacuum. Other racket sports, particularly padel and pickleball, have also been growing in popularity. Padel, in particular, has gained popularity in Europe, and globally, the sport has a fandom of 16%.1 Meanwhile, pickleball has quickly gained traction in several large markets, like the U.S. where 13% of people are fans.2 This highlights the dynamic nature of the racket sport landscape and the need for strategic positioning.
The popularity of these sports varies significantly across different countries, offering nuanced opportunities for targeted engagement. To better understand how fandom varies, we looked at some of the top markets for tennis fans and compared how padel fans stack up. As we can see, both Spain and Italy have similar share of tennis fans, but Spain has more padel fans.
These sports present clear opportunities for audience renewal and tennis’ continued expansion. Fans of other racket sports also show strong interest in tennis, with 70% of padel fans and 68% of pickleball fans also fans of tennis.3
How brands can connect with fans
The good news for brands is the positive sentiment toward sponsorships among fans of all three racket sports. Fans of tennis, padel and pickleball are demonstrably more receptive to brand partnerships than the general population. This intrinsic openness creates a highly fertile ground for authentic and impactful brand integration, translating into greater return on investment for sponsors.
Fans across all three sports are also more likely than the general population to see themselves as trendsetters—following music, arts and fashion and investing in innovative products. To that end, top players, with their global reach and personal brands, can act as powerful magnets, drawing in new audiences and solidifying existing fandom. Their social media presence, personal stories, and athletic achievements resonate deeply with fans, making them invaluable partners for brands seeking authentic connections.
The power of racket fans
The loyalty, global distribution, and receptiveness of racket sports fans to brand partnerships present a compelling proposition for brands and rights holders. Investing in tennis, padel and pickleball means investing in passionate, engaged, and expanding global communities, promising significant returns in brand visibility, consumer engagement and economic impact. By understanding the sports’ demographic trends, acknowledging the competitive landscape, and recognizing the influential role of its players, stakeholders can strategically align themselves with sports vibrant with future potential.
For more insights into how the world of sports is evolving, download Nielsen’s 2025 Global Sports Report.
