A short time ago, I had a nice conversation with a very high level Nike executive. Someone from my old high school, a Hall of Fame college athlete, and one generally great guy. He had just moved into a position where for the first time ever, he would have tennis wear under his umbrella. Not really having any experience with the tennis industry, I was able to give him some good sources for information, and we were able to discuss in detail the value of professional athlete endorsement.
I know, you already see where I'm headed. I hope so — otherwise you just don't read this column enough! Well, I was putting the thoughts that follow together when just after Wimbledon, Lindsay Davenport made her comment about the future of American Women's Professional tennis.
To summarize her comments, she basically said that after her generation, there isn't much else in the pipeline for America in terms of top-10 players in the women's ranks. Names like Alexa Glatch and Megan Alexander don't immediately pop off the tongue when talking about future champions. Funny, that was my comment to my friend just a few months ago.
The Unites States Tennis Association (USTA) and other tennis governing bodies here in the U.S. have been banking on a paradigm shift in tennis that they had been ignoring for years. The public parks tennis program, once a thriving portion of the industry, has been looked to of late as the savior of the USTA and the impetus for a whole new generation of tennis players nationwide. I find that funny, because until this current year, the expenditures of the USTA and USPTA in public park and public recreational tennis has been minimal at best. So why have they been looking for this new group to emerge?
I call it the Williams Effect. The rise of the Williams sisters from the mean streets of Compton, CA and the local public court, combined with their obvious urban minority background, had all of the USTA officials super excited. You could hear the meetings they must have been having. Finally, the urban, minority sector will come to tennis. If this were to be true, this is a huge influx of former "street" athletes and a huge boost to the athleticism in American tennis and another big chunk of the tennis retail market. Problem is, the Williams Effect never happened.
Unlike the Anna Effect, where Anna Kournikova's rise in professional tennis and her endorsements and worldwide notoriety has spurned a revolution in professional tennis and influx of former Soviet Bloc women's players in under a generation, the Williams Effect was zero, or darn close to it. It's a shame, but true. What's worse is that it seems everyone connected with the industry bought the idea hook, line, and sinker. Nike paid a humongous endorsement contract to Serena in hopes that she would be to tennis apparel what Michael Jordan is to basketball apparel. Interestingly, I couldn't find any statistic that backed up the concept.
In the time Venus and Serena have been in the pro ranks, there has not been really one player who will cite they got there because they wanted to be Venus and Serena. Mashona Washington was already there, Angela Haynes, Shenay Perry, and the others were young, but already in the queue. The influx of urban players was non-existent, as was evidenced by the recent fight to save the Harlem Tennis Center, which was almost lost. The numbers just never materialized.
Like me at any casino, the tennis industry and associations have lost big time. They bet the farm without taking a close look at what they were betting on. Thank the lord for the Russian women, or Nike, Reebok, Adidas, and all the others might be bankrupt right now. If pro-shop and retail sales of tennis dresses in my area are any indication, Maria Sharapova sells, where Serena doesn't. Three very leggy, cute college-age juniors in my local club had her Wimbledon dress before the tournament was over. I couldn't find anything that Serena or Venus was wearing.
Nor could I find anyone on the public courts. Asbury Park, NJ is a stone's throw from my house. It's about as urban as you will find in Central NJ. I spent the two weeks of Wimbledon tracing a route that took me past just about every public tennis court in the town and surrounding area. I think in two weeks I saw a total of six people playing on the courts. Just after Venus won the Big W, I went past all the courts, as well. In the three hours immediately following her win, I couldn't find a single person, male or female, minority or not, playing on the few public courts in the Asbury Park area. Nor did I find a ton of players on any of the nice public facilities I deliberately passed on my way home.
So, with all that, now Venus and Serena have their own reality show. I don't see this as anything that great, and clearly it won't bring more people to hit the courts and play some tennis. People are barely influenced by or watch tennis because the Williams' are playing. If the tennis community doesn't care, and their apparent base doesn't really respond, then who else really will?
Ashley Harkleroad, where are you? Maybe you will be our savior...
July 28, 2005
J.R. Stewart:
I’m happy to tell you that, this is only your opinion!! I know that the world, and specificley the urban communities have been effected by the Williams Sisters. The Williams Effect has made the game of tennis more interesting to not only African Americans but also to the world, they have definitely cause more people to watch and if the tennis industry did not benefit, perhaps they should re-think their marketing strategies. I don’t thank the Lord for the Russian women, but they should definitely Thank the Lord for you people, especially Maria Sharapova. If marketing would have spent as much time, money and space shoving the Williams Sisters down our throat as they have Maria, I’m sure you would have seen a difference. I could go on but after all, this is just my opinon!
July 29, 2005
Natasha:
Hi Tom,
You have made some valid points particularly with regards to apparel but seriously Tom, I am disappointed in you. Suprised I am not but disappointed I am. I admire the fact that you are upfront about your intense dislike for the Williams sisters but I never thought it would impair your judgement or journalistic objectivity. I bet if you ask any ‘urban’ kid (by urban I am assuming you mean black) they will know who is Venus or Serena. Their names and faces (however unappealing you find them) are just as recognisable as Kournikova’s and Sharapova’s.
Now lets be realistic Tom. Tennis is one of the most expensive sports to participate in. Not everyone is gonna be a Richard Williams. Its unrealistic to expect a deluge of Urban Kids to get into Tennis if they are not given the same oppurtnities as the surbanban ones. Does the USTA have a programme specified or aimed towards greater urban particpation? Hmmm Look at Tiger Woods. You probably ‘hate’ him as well. Has there been increased participation in golf from the urban sect? No not really but this in NO WAY says anything about the effect Tiger Woods has had on golf. AND this is true for Serena and Venus. They HAVE made tennis more visible and relevant to the ‘base’ group as you put it. But it is wrong to assume Venus and Serena only have black fans. They have a global fan base. Not cause you as a white man or Eastern European (well your ancestry anyways) or your other friends in your sect despise them mean others do. You imply that most of their fans are black as they are black but you can not be more wrong. They have as many white, latin and asian fans. Eastern European fans, particularly Russians one dont count as they support only their own plus they are not known for theire love or tolerance of black people.
It is obvious Serena and Venus are not the most attractive women and this probably affects the way you look at them. This, with their attitude, which you find grating is probably why you can’t stand them. I wonder if they looked like Beyonce or Halle Berry (look them up if you dont know who they are or what they look like) if it would have made a difference for you or others? I doubt that .They are black ( the darker the more threatening” and there is no way you can convince me that this is not an issue for you which is unfortunate.
No matter what you are like minded people say or claim, Black athletes are among the most exciting and popular athltetes on the planet. It just goes to show that if black people are given equal oppurnity they can be just as good in any arena- education, sports, entertainment as their white, asian, latin or (whatever) counterparts. It was not too long ago they black people were not allowed to play American football or basketball or golf but look at where they are now? How did this turn into a discussion on race? Well because it is. I am not saying u cant express dislike for anyone black without being labelled a racist but this unrelenting and intense dislike of the Williams sisters is unfounded no matter how arrogant they come across. Hingis was as arrogant as they come. Was she the object of such dislike? I am NOT calling you a racist ( not that you would care being labelled as such) but thats how you come across when you take on the subject of the Williams. You are free to dislike them as much as you want but at least when you are doing so there should be some objectivity and both sides should be explored. For eg. they may not sell apparel like Sharapova but when either are playing the tv ratings increased and media coverage is spiked in the US. ALong with the negative there is always the positive and you never seem willing to explore the positive contribution they have made to tennis in general.
Just to make it clear. I am NOT repeat NOT accusing you of being racist. I am white and I can’t stand a few black athletes. There are some white and latin ones I cant stand either but this does not make me a racist. And though I may dislike them I can see pass that and recognise and appreciate their contribution to their sport. You seem unable ot unwilling to do this with the Williams Sisters so you need to ask yourself why this is so??
Thank you and even though I disagree with you most of the time I like to read your columns.
July 30, 2005
Courtney Barrow:
It has become utterly shameful to hear the ugly remarks about yhe Williams sisters. The uslta has never cared about the kids in the inner city, especially the afro americans. From the time the sisters came on the scene, they became the objects of hateful tirades from the media, and some players( capriati,hingis). When will americans end this hateful system against african americans.
August 4, 2005
A. .Jackson:
Your research sounds about as thorough and reliable and scientific as my 7 year old niece’s. From my housekeeper to my non-tennis playing neighbors to my nieces and and co-workers, when Venus and Serena play, people turn on their TV’s and attend tournaments who otherwise would not. My friends and I never attended tennis tournaments abroad until Venus and Serena emerged. Now, annually, several of us attend all the majors abroad and other tournaments as well like the Italian and German Opens. This represents millions of dollars of revenue for all types of businesses that is generated due to interest in the Williams sisters - alone!! As for the next generation of tennis greats influenced by the Sisters, I think it is still too early to see that. And given the attitudes and arrogance of many these days, those inspired may not be willing to give credit publicly to those who inspired them. And finally, I think it a bit racist to think that the only ones who are inspired by Venus and Serena would be minority or from the inner city. Maybe you need to get your head out of your “tennis bag” and visit a few country clubs. Over the years as I’ve attended tournaments and sat in some pricey box seats, more often than not, I have observed little white kids rooting for Venus and Serna while their parents were rooting for Lindsay and Capriati!
September 16, 2005
Ronetta:
That is because tennis is an expensive sport. We can’t afford private lessons or coaches. We are on the public courts in our city day in and day out practicing. Norfolk, Virginia is not a tennis hot bed. There aren’t any afford able programs. Because of the cost and the lack of programs my girls compete on their middle and high school tennis teams. I can’t offer much nor can middle or high school tennis coaches.
I have also notice that the privately owned tennis academies in the United States have reached out to players outside of the country such as Maria Sharapova (Russia) and Nicole Vaidisova (Czech Republic). Both of obtain scholarships to make tennis happen for them. If the USTA have scholarships to various academies it is not widely know in the inner city. (Not here in Norfolk, Virginia.)
The Williams sisters have been a great inspiration on and off the tennis courts for my daughters and the girls they compete with. These girls most likely will not be a part of the WTA some day but I see the life lessons that tennis has taught them. It will be along time before the inner city becomes a tennis hot bed because it is still a very expensive sport. (Tennis has come along way to reach the inner city.)
Every time Venus or Serena play we are watching, rooting them on and living vicariously through them and their accomplishments.
To touch on the Maria, Venus, and Serena tennis dress. In the inner city we can not play $100.00 for a tennis dress. Shorts and a tee shirt will have to do. Maria dresses are widely available because she has been made in to a marketing machine. Tall, blonde, tan and she won Wimbledon. She is what country club America wants to see. If I could drop $100.00 or a tennis dress I would buy Serena’s hands down. I have seen her dress available. It would look better on me then the one Maria wears because I am not tall, blonde, tan with green eyes.
November 28, 2005
M. Jones:
Maybe the reason there hasn’t been an “influx” of urban street kids playing tennis is because of the USTA’s lack of interest and real results in developing programs in urban areas. Your article smacked of the kind of racism that the Williams sisters have had to face in pro tennis in the U.S. Pretty white girls do good, black girls do no good. How in the world can you assign blame or credit to them for the state of tennis in the U.S. when they are but two players on the tour. When the cost of tennis rackets and stringing comes down and public courts are well maintained and lighted, then you might get more urban kids playing. Why doesn’t the USTA do what VH1 did and work with public school systems to get more tennis programs in the curriculum. Your simplistic argument is just that - simple!
June 4, 2008
Denise:
Hi,
Tom if you read this please drop me a line.
I’d be interested in talking to you about this article.