When the world is watching: why Grand Slams matter for clubs
- Lewis Woodham
- Jan 7
- 2 min read
Big sporting moments change behaviour.
When events like the Australian Open come around, attention on tennis increases dramatically. Nearly 2 billion people watched or streamed the tournament in 2025, over 1.2 million fans attended in person, and millions more discussed it across TV, social media and everyday conversations.
These moments matter. They put the sport front and centre — and they create a rare window of opportunity for clubs.
The missed opportunity for many clubs
Despite the extra buzz around tennis, for many clubs this attention never really lands.
Often it looks like:
one social post
the odd shared highlight
then business as usual
The excitement around the sport comes and goes without ever reaching the club, its members, or potential new players.
That’s not through lack of effort — it’s simply easy to underestimate the impact these moments can have.
Why Grand Slams are different
Grand Slams are a chance to do three really important things:
Engage existing members
Attract new ones
Remind people why they fell in love with tennis in the first place
They bring together juniors, parents, casual fans and lifelong players — all watching the same thing, at the same time.
Handled well, they can help strengthen your club’s sense of community and visibility.
Simple ways clubs can make the most of the Australian Open
You don’t need a big marketing plan to tap into this. Small, thoughtful actions go a long way.
Here are a few ideas we often encourage clubs to try:
1. Coach predictions or opinions
Your coaching team are tennis enthusiasts — why not feature their predictions, opinions or match reviews in a newsletter or on social media? Even disagreement sparks conversation.
2. Back the Brits
Simple reminders about when British players are on court, how to watch, and which channels or times to tune in can be really well received by members.
3. Juniors love Grand Slams
From players and outfits to rackets and moments, juniors are often deeply engaged during Slams. Encourage discussion during sessions or social events and let that excitement spill over onto court.
4. Watchalong moments
Despite challenging UK match times, there are still opportunities for people to gather and watch together. Few things create buzz like supporting sport as a group.
5. Get blogging
During major tournaments, people are searching for everything tennis-related — players, equipment, and even “tennis courts near me”. Publishing simple, relevant blog content during this period can help your club be seen.
6. A small content increase
If possible, this is a great time to slightly increase output — a few more photos, updates or videos can help your club ride the wave of interest.
It’s about connection
When more eyes are on the sport, it’s essential clubs find ways to connect that excitement back to their own community. That’s how inspiration turns into participation.
Big sporting moments don’t come around often — but when they do, they’re worth making count.
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