Britain has a rich tennis history, but recent decades saw limited Grand Slam success until Andy Murray's 2012 Wimbledon win and Emma Raducanu's 2021 US Open victory. While promising players like Cameron Norrie and Jack Draper show potential for men, the younger age of female players suggests room for growth. The Lawn Tennis Association is actively increasing participation through inclusive initiatives like SERVES and Open Court, aiming to make tennis accessible to all.
Current digital media interaction within sport and the relationship with consumers.
The way we consume sport has changed massively since the 17th century. As generations have passed, more people have grown up with technology, creating a movement away from traditional media. Even though newspapers are still around today and are still a prolific way for a specific demographic to consume media, for most of us we... Continue Reading →
Media and Digital Transformation in Sport 