"In today's digital age, where every sport spins stories across screens, tennis still seems trapped in its old rhythm, struggling to embrace the pulse of modern content. Taylor Fritz and his girlfriend, Morgan Riddle. who began dating the American star in 2020 and turned her life as a tennis 'WAG' into a social media empire, recently sparked conversation by calling out the sport's rigid approach to online storytelling."
"A few days ago, digital creator Eliza Wastcoat ignited a conversation the sport has long avoided. In a passionate video, she called out tennis for disregarding "non-traditional forms of media coverage." That clip didn't just resonate with fans; it drew a supportive comment from Morgan Riddle herself, and a telling double-tap from Coco Gauff. The likes spoke loudly: even one of the sport's biggest young stars feels the frustration of content being policed."
"Coco Gauff, only 21 and already a Grand Slam champion with a massive online following, understands better than most how the next generation consumes sports. And during a recent press conference, she didn't hold back when asked whether tennis is truly tapping into modern marketing opportunities and pop-culture momentum. Her reply was blunt: "If I have to give my honest answer, no. I don't think that tennis is doing enough to benefit from that." She shared how she constantly meets unexpected celebrities and fans, people "really into" tennis, who discover the sport almost by accident rather than because the sport reached out to them. She pointed to the strength of Gen Z fan culture living in the digital space. "Me personally, being a Gen Z, I definitely think the TikTok audience can be reached a lot more. I feel like TikTok is one of those apps that just transcends everything""
Tennis figures including Morgan Riddle and Coco Gauff criticize the sport's conservative approach to online storytelling and digital marketing. A digital creator's video called out tennis for ignoring non-traditional media coverage, drawing support from players and influencers. Coco Gauff stated that tennis is not doing enough to capitalize on modern marketing and pop-culture momentum, noting frequent encounters with celebrities and fans who discover tennis by chance. Gauff emphasized the untapped potential of Gen Z fan culture and the need to reach TikTok audiences more effectively to grow interest and engagement.
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