How Social Media is Revolutionizing Tennis: When Players Become Their Own Media

Instagram, Twitter, TikTok… Tennis champions now share their behind-the-scenes moments, emotions, and reflections with millions of fans. A transformation that redefines the relationship between performance, image, and authenticity.

© Photo by David Becker / GETTY IMAGES NORTH AMERICA / Getty Images via AFP

Arthur Millot

le 22/12/2025 à 13h18

1 min to read

Alcaraz Carlos Extraits - Dossiers/Enquêtes Extraits de Dossiers

One of the most significant transformations brought about by social media is the ability for tennis players to interact directly with their community.

Previously mediated by journalists or official press releases, communication between athletes and supporters now happens in real-time via platforms like Instagram, Twitter, or TikTok.

Players can share moments of preparation, behind-the-scenes glimpses of tournaments, or personal reflections, thereby strengthening the sense of closeness with their fans.

This direct interaction fosters deeper loyalty, which goes beyond mere attachment to sporting performances to become a stronger emotional bond.

For tennis, a sport traditionally associated with a rather mature audience, this digital contact also offers an opportunity to reach younger segments.

For example, the ATP and WTA are multiplying interactive and lighthearted content on TikTok to appeal to generations born with social media, seeking to renew their fan base and revitalize interest around the professional circuit.