The Future of Tennis: US Open, Pickleball, and NIL | Lewis Sherr, CEO, USTA

 

The Future of Tennis: Discussion Outline with Timecodes

40:53-41:22 - Tennis as a Health and Community Improvement Initiative

Summary: Sherr emphasizes that the USTA is a nonprofit focused on growing tennis as a means of improving people's health. The organization's primary mission is not financial gain, but promoting tennis as a transformative activity for individual and community wellness.

Key Points:

• Tennis is documented to add 9.7 years to longevity
• The sport provides both physical and mental health benefits
• Organizational focus is on growing participation, not revenue

42:42 Pickleball: Threat or Opportunity?

Summary: Sherr discusses the complex relationship between tennis and pickleball, viewing it largely as an opportunity rather than a competition. He highlights the potential synergies in the racket sports ecosystem while expressing concerns about court allocation in public spaces.

Key Points:

• Pickleball growth is not primarily coming from tennis players
• Potential benefits include:
  • More opportunities for teaching professionals
  • Improved club economics
  • Potential cross-sport attractions
• Challenges include competition for public park court space
• Suggestion to build additional courts rather than repurpose existing tennis courts

45:04-46:41 - The Individual Nature of Tennis

Summary: A discussion about tennis as an individual sport and the challenges of introducing team formats. Sherr compares tennis to golf and explores why team elements haven't gained widespread traction in the sport.

Key Points:

• Lack of team dynamics differs from team sports
• Challenges in creating team affinity
• Limited economic opportunities from team-based merchandising
• Existing team competitions like Davis Cup have limitations

46:48-48:49 - Name, Image, and Likeness (NIL) in College Tennis

Summary: Sherr addresses the uncertainty and potential implications of NIL for college tennis, emphasizing the critical importance of maintaining a pathway for youth participation in the sport.

NIL stands for "name, image, and likeness" and refers to the rights of college athletes to control and profit from their personal brand:

• Name: An athlete's legal name
• Image: How an athlete visually appears in photos or videos
• Likeness: An athlete's identity and persona, such as their voice, habits, or other unique characteristics 

In the past, the NCAA prohibited student-athletes from profiting from their NIL. However, in June 2021, the NCAA implemented a policy change that allows athletes to monetize their NIL: Signing endorsement deals, Appearing in advertisements, Selling merchandise, and Getting compensated for social media content.

Key Points:

• Significant uncertainty about NIL's impact
• Potential crisis for college tennis programs
• Concerns about youth participation if college pathways diminish
• Potential for USTA support and resource allocation
• Football and basketball will likely drive funding decisions

49:03-50:01 - Operational Differences: From MSG to US Open

Summary: Sherr shares his personal experience transitioning from Madison Square Garden's continuous business cycle to the US Open's focused, annual event model.

Key Points:

• Dramatically different operational rhythm
• US Open requires year-long planning for a three-week event
• Similar to consumer product launch cycles
• Extensive preparation and post-event learning process

Discussion Summary

Lewis Sherr's keynote provided a comprehensive overview of tennis's current landscape, focusing on the sport's mission beyond financial success. The USTA is strategically positioning tennis as a health and community improvement tool, navigating challenges like pickleball's rise and college sports transformations. Sherr's approach emphasizes adaptability, participation growth, and creating inclusive pathways for players at all levels.

The discussion highlighted tennis's unique characteristics: its individual nature, health benefits, and the complex ecosystem of racket sports. Sherr's leadership appears focused on long-term sport development rather than short-term financial gains, with a keen eye on maintaining tennis's relevance and accessibility for future generations.