Amid buzz around Serena Williams’ return, why was Wilson quiet?
A blank racquet and social media silence sparked questions about one of tennis's longest-running partnerships.
"Hello folks! I was delighted to collaborate with one of my favorite tennis Substackers, Jessica Schiffer of Hard Court, for this post on a topic squarely in the Venn diagram overlap of our interests: Why Serena Williams' longtime racquet sponsor Wilson has been conspicuously quiet during her comeback.
Enjoy the story below and please subscribe to Hard Court if you haven't yet! Here's a discount code for Bounces subscribers to get 15% off for the next few days: https://www.hard-court.com/subscribe?coupon=810c5dd7"
This post is a collaboration between Hard Court and Bounces at the intersection of two of our respective interests: tennis sponsorships and Serena Williams’ return to professional tennis.
When Serena Williams posted her official comeback announcement video on June 1st, it was more of a teaser than anything. The Nike-made clip of her buzzing phone interrupting a practice session was only 17 seconds long, with the last five seconds featuring white text and logos on a black screen. That sparsity of detail, though, led us to some light Zaprudering of what few things were on screen.
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