When Italy's Jannik Sinner raised his trophy at the 2025 Australian Open, the moment marked more than just another Grand Slam victory. For Milan-based tyre maker Pirelli, the tournament's new Official Tyre Sponsor, it symbolised a perfect homecoming to tennis after a 50-year absence.
The company's return to the sport couldn't be more timely. Tennis is undergoing a remarkable renaissance, propelled by streaming content, a new generation of stars and a fashion revolution that has taken the sport from country clubs to catwalks.
Gone are concerns about tennis's ageing demographic or declining viewership. The 2025 Australian Open smashed attendance records, welcoming more than 1.2 million fans over its three weeks.
“The transformation we're witnessing in tennis is extraordinary,” says Kevin Palmer, editor at digital tennis news hub, Tennis365. “The most recent numbers from the International Tennis Federation suggest 106 million people play tennis globally – an increase of 26 per cent in the past five years.”
New stars
The seeds were planted in 2023 when Netflix released the first series of Break Point, a behind-the-scenes documentary series that humanised the sport's emerging stars. Cinema elevated tennis further in 2024 with Challengers, starring American actress, singer and fashion icon Zendaya.
Meanwhile, a changing of the guard in the men's game has injected fresh energy after two decades of unprecedented dominance from the “Big Three”. Roger Federer, Rafael Nadal and Novak Djokovic amassed an astonishing 66 Grand Slam titles between them, creating a seemingly insurmountable obstacle to other players. Now, two names dominate conversations. Spain's Carlos Alcaraz, who became the youngest male world number one in ATP history in 2022, aged just 19. And Sinner, 23, who has made the most of the vacant throne, capturing three Grand Slam titles in just 13 months.
Their contrasting styles have captivated audiences globally. “They're just such different players,” says the British former number one tennis player-turned-broadcaster Annabel Croft. “Sinner is so clinical and calm. When he hits the ball, it not only explodes and accelerates through the court, but when it bounces, it rears off and away.” Sinner's background as a top junior skier has profoundly shaped his tennis. “When you watch him, he looks like he's skiing, he's so balanced,” notes Croft. In contrast, Alcaraz brings a different energy. “Carlos has bounding, Tigger-like energy,” says Croft, referring to the eager fictional character in Winnie-the-Pooh. “He's got that massive smile and huge personality. He's like all of the greats rolled into one.”
While men's tennis has been defined by dominance, the women's game tells a different story. In the last 32 Grand Slam events before May's French Open, stretching back to 2017, there have been 19 different winners, including 10 women who have won only one major, such as Briton Emma Raducanu, who claimed the US Open in 2021. Rising stars continue to emerge. Russia's Mirra Andreeva, 17, claimed back-to-back Masters titles with her win at Indian Wells in March 2025, reinforcing the exciting unpredictability of the women's game.
New look
Certainly, fashion houses have been quick to recognise tennis's new marketing power. “You only have to look at how quickly Dior snapped up Raducanu to know that one of the biggest brands in the world could see the magic formula of this sport,” says Ginnie Chadwyck-Healey, UK-based fashion writer and founder of The FairGround, which showcases sustainability in fashion.
The connection between tennis and fashion runs deep. Many male and female players model for top brands and fashion magazines when not on the court. Today, “tenniscore” has evolved from a niche trend to a global phenomenon. The 2024 Paris Fashion Week, for instance, saw leading houses embrace tennis aesthetics, with Gucci and Armani launching dedicated capsule collections. “The pleated skirts, the dresses, the V-neck knits, the hoodies – it's all part of a sporty look we've seen permeate runway collections throughout the years,” explains Chadwyck-Healey. “Trends come and go, but this relatively preppy look has an everlasting quality, grounded in authentic sporting heritage.”
For Pirelli, the decision to partner with the Australian Open reconnects with a rich tennis heritage dating back to the 1930s, when it began producing tennis balls. The Italian Tennis Federation authorised Pirelli's Super Extra balls for national and international competitions, including the Davis Cup. Few might recall that Adriano Panatta's match-point ball from his 1976 Italian Open triumph was a Pirelli – the only memento he kept from his illustrious career. He went on to win the French Open in the same year – the last Italian man to win a Grand Slam until Sinner in 2024.
A bright future
Pirelli's return to tennis extends beyond Melbourne to include the Porsche Tennis Grand Prix in Germany, reflecting tennis's growing appeal as a marketing platform for premium brands. Italy, winner of the 2024 Davis Cup in Malaga, has witnessed a particularly dramatic surge in enthusiasm for the sport. Registered club players increased from 129,000 in 2001 to 820,000 in 2023. Further, Sinner's 2025 Australian Open final attracted 3.5 million Italian viewers on the Nove and Eurosport channels, the highest figures for a sports broadcast by the television conglomerate in Italy.
This democratisation of tennis – once considered an elite pursuit – perhaps represents the most profound change. Public courts are busier than ever while streaming services mean fans need not wait for traditional broadcasters to follow their favourite players.
“I am hugely excited about the future because the young players coming through have given us so much to look forward to,” Croft concludes. “The future of tennis is in very safe hands.”
