This summer witnessed an extraordinary surge in the popularity of tennis in China. Prestigious events like the China Open and the ATP 1000 Shanghai Masters shattered records, making tennis one of the country's most beloved sports. The success of Olympic gold medallist Zheng Qinwen at Paris 2024 and her rapid ascent through the WTA rankings have firmly placed tennis in the spotlight. Despite narrowly missing out on winning the WTA Finals in Riyadh, her success is set to keep the sport in the public eye for years to come.

Commercial Success and Growing Fan Engagement

Around 20 million people in China play tennis, placing the country second globally in tennis participation. The China Tennis Administration Centre director, Bai Xilin, aims to have 10 players of each gender in the ATP and WTA top 100. Record attendances, impressive ticket sales, increased sponsorship revenue, and a surge in merchandise purchases across major tennis tournaments indicate the growing fan engagement. After a pandemic, the country's long-term investment in grassroots tennis is now paying off, with patience and strategic planning key to the sport's revitalisation.

Tennis during the Golden Period

September and October are ideal for tennis in China due to the mild weather and the National Day holidays. This period has become synonymous with the China Tennis Swing, which benefits from the festive atmosphere. Tournaments like the China Open and the Rolex Shanghai Masters have capitalised on the Golden Week holiday, attracting spectators from both urban and rural areas. For instance, the Rolex Shanghai Masters saw over 220,000 spectators in person, with 70% coming from outside Shanghai. The event featured vibrant sponsor zones, tennis-themed activities, and exclusive merchandise, resulting in daily sales exceeding $138,000. Special ticket promotions like "Ticket & Travel" allowed spectators to enjoy cultural experiences like the Huangpu River Cruise and an exhibition of ancient Egyptian artifacts at the Shanghai Museum.

Star Power and Brand Deals

Chinese tennis stars have played a crucial role in capturing the nation's attention. Zheng Qinwen, dubbed 'Queen Wen' by her fans, has single-handedly raised the sport's profile. She won Olympic gold in Paris and is also successful off the court, landing lucrative deals with brands like Nike, Gatorade, McDonald's, and Lancôme. At just 22 years old, it's not unreasonable to expect her to win a grand slam in the coming years. If she does, a wave of tennis hysteria will sweep the nation, similar to when Li Na won the French Open in 2011. Li Na was China's first tennis superstar, winning three grand slams and attracting blue-chip brands like Mercedes-Benz, Rolex, and Haagen-Dazs. Like Zheng, Li was also sponsored by Nike. Li's achievements made tennis a beloved sport across China and paved the way for players like Zheng to strive for greater success.

A Nation of Tennis Icons

In China, where there is no strong heritage of team sport fandom, individual athletes like tennis players have the opportunity to capture the public's imagination. Tennis translates well to the Chinese public, who are familiar with sports like table tennis and badminton. This, combined with the global appeal of tennis, has created a fertile ground for new stars to emerge. Players like Zheng can achieve demigod status in a country hungry for global sporting success, and tennis provides this like few other sports. Currently, China has five players in the WTA's top 100, with women being more successful than men. Zhang Zhizhen is the highest-ranked ATP player at 47th. But a wave of young players driven by high participation levels could revolutionise both rankings in the future. If Zheng can bring home a grand slam, the number of top players will exceed 20 million.