The Hard Court Index: ATP Fantasy, Le Coq’s reset, and Lacoste’s Miami takeover

From fantasy to fashion, how tennis is evolving—and where it’s still lagging behind.

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.