"We Have Become Our Own Media": How Tennis Stars Have Taken Control of the Narrative

They win Grand Slams and millions of views. On Instagram, X, or YouTube, tennis players no longer just hit the ball: they shape their image, dictate their message, and bypass traditional media.

© AFP

Arthur Millot

le 23/12/2025 à 11h51

2 min to read

Extraits - Dossiers/Enquêtes Extraits de Dossiers Sinner Jannik

When Tennis Players Become Their Own Media

For a long time, players' voices were heard through press conferences, television interviews, or newspaper columns. That time has evolved. Today, tennis stars can be their own media.

An Instagram post, a behind-the-scenes story, a video shot on a phone in the locker room: in a few seconds, a message can reach millions of fans, unfiltered, without intermediaries. This direct control of the narrative has become a strategic weapon.

For the most influential players, social media is no longer just a visibility bonus. It is a central tool for building a personal brand.

Authenticity, Humor, Engagement: The New Signature of Champions

The strength of this direct communication lies in its apparent authenticity.

A wink after a defeat, a joke on a plane, an engaged message off the court: each piece of content is designed to reflect a personality.

In a highly competitive circuit where sporting performances can sometimes seem similar, tone, emotion, and storytelling make the difference. Some players cultivate humor, others emotional transparency, and still others societal engagement.

Result: a more intimate relationship with fans, a sense of closeness, and strengthened loyalty.

Communication Under Constant Pressure

But this freedom comes at a price. Being your own media also means living in constant exposure.

Every publication is analyzed, commented on, sometimes misused. Communication becomes a performance in itself, where the slightest word can provoke controversy or massive support.

Players no longer communicate only when they want to: they communicate strategically. Editorial calendar, choice of images, timing of announcements... everything is weighed in terms of impact.

Sponsors, Contracts, and Mandatory Posts: The New Invisible Game

The other major upheaval is economic. Today, digital presence has become a key criterion in sponsorship contracts.

Some partnerships now impose: a specific number of posts, defined formats (stories, reels, posts), and measurable visibility.

A player's digital notoriety sometimes weighs as much as their ATP or WTA ranking. Being effective on social media means increasing one's market value.

Find the Full Investigation on Tennis Temple This Weekend

"The Influence of Social Media on Tennis Players' Careers" available starting December 27th.