Tennis generates plenty of moments—launches, activations, partnerships—especially around the tour’s biggest stops. But not all of them have the intended effect. In The Hard Court Index, I break down what’s actually working and what isn’t. This week, that includes the ATP’s belated fantasy launch, Le Coq Sportif’s reset, and Lacoste’s Miami world-building, with one notable misstep. Think of it as a weekly read on the business of tennis—across fashion, media, and sponsorships—and where the sport is evolving versus where it’s still stuck.
Each topic gets a Court Index rating—Low, Medium, or High—based on how effectively it moves the needle. This is the core of what I do with Hard Court, so the full breakdown and ratings are for paid subscribers. And if you already are one, thank you—it really makes this possible.
