"A few days ago, digital creator Eliza Wastcoat ignited a conversation the sport has long avoided. In a passionate video, she called out tennis for disregarding "non-traditional forms of media coverage." That clip didn't just resonate with fans; it drew a supportive comment from Morgan Riddle herself, and a telling double-tap from Coco Gauff. The likes spoke loudly: even one of the sport's biggest young stars feels the frustration of content being policed."
"Coco Gauff, only 21 and already a Grand Slam champion with a massive online following, understands better than most how the next generation consumes sports. And during a recent press conference, she didn't hold back when asked whether tennis is truly tapping into modern marketing opportunities and pop-culture momentum. Her reply was blunt: "If I have to give my honest answer, no. I don't think that tennis is doing enough to benefit from that.""
Tennis faces criticism for maintaining a rigid approach to online storytelling and ignoring non-traditional media coverage. Influencers and players are increasingly vocal about the gap between the sport and modern content platforms. Morgan Riddle and digital creator Eliza Wastcoat helped spotlight the issue, and Coco Gauff publicly signaled agreement by engaging with the conversation and directly stating that tennis is not doing enough to leverage marketing and pop-culture momentum. Gauff noted that many new fans discover tennis by accident and emphasized the importance of Gen Z and TikTok-driven fan culture for the sport's growth.
Read at EssentiallySports
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