ITF Coaches Education Programme · promotion activities in tennis • Present the results of a professional market research in tennis • Introduce ideas which could help tennis grow

Coach Education Series Copyright © ITF 2009

MARKETING OF TENNIS

ITF Coaches Education Programme

Coaching High Performance Players Course

By Miguel Crespo & Machar Reid


In this session we will…

• Explain the importance of marketing and promotion activities in tennis

• Present the results of a professional market research in tennis

• Introduce ideas which could help tennis grow both nationally and internationally

• Explain ways of promoting recreational tennis• Discuss the particularities of teaching tennis

to adults


SECTION 1-MARKETING/PROMOTION


MARKETING ACTIVITIES

• Booklets, posters, flyers, banners, magazines, mailings, brochures

• Newsletters, calendars• Web page, press releases• Clinics, come & try, National Tennis Day• Advertising campaign: newspapers, TV

commercials


MARKETING ACTIVITIES

• Branding & Merchandising• Free ticket distribution• Telephone info service• Visits to regions/ clubs/schools/hospitals• Annual party/congress/• Marketing, Club, Communication plans• Street/school/beach tennis


PROFESSIONAL MARKET RESEARCH

• Yes: Australia, Canada, New Zealand, USA, Czech Rep., Japan, Luxembourg

7

26

YesNo


POTENTIAL MEMBERSWhy?• To increase the number of players.

HOW?• School tennis project;• Street tennis project;• Clinics during Davis Cup and Fed Cup

events;• ATP smash tennis;• Member get member project;• Senior programmes.


LIMITING FACTORS NATIONALLY

0

5

10

15

20

25

30

Nationally

ResourcesFacilitiesCoachesInterestPromotionIndoorSTIRatingProsMediaCompetition


LIMITING FACTORS INTERNATIONALLY

02468

1012141618

Internationally

ResourcesFacilitiesCoachesInterestPromotionIndoorSTIRatingProsMediaCompetition


INDICATORS OF SUCCESS

• Membership in clubs• Rank of tennis popularity in the country• Number of entries for National Tournaments• Number of national players ranked in

international rankings• Ticket sales in tournaments


INDICATORS OF SUCCESS

• TV ratings & coverage• Equipment sales• Interest of volunteers• Number of frequent players• Sponsorship involvement• Demand for more coaches• Court construction


MEASURES which CONTRIBUTED to GROW

• Popularity & success of good players• Enough courts• Lots of competition• Initiatives to brand tennis• Media sponsors• Big tournaments• Mini-tennis• Organised training• ITF assistance• Good resource management


MEASURES which CONTRIBUTED to GROW

• Combination tennis-studies • Improved technology• Davis Cup & Fed Cup success• Amateur events• Court construction• High TV coverage• Free lessons• Union of tennis industry• Better State Sport Regulations


IDEAS which could help to GROW nationally

• Better relationships NA-clubs• Constant promotion• Time friendly & team events & for non affiliated• More charismatic stars• More advertising & funds• Easier conditions for conducting events (- officials)• Make game cheaper• Incentives to pro career• Improve resources availability• More support of pros


IDEAS which could help to GROW nationally

• Greater & free media exposure• Community/club/recreational/ STI/Street tennis• Image of clubs (open)• More competition opportunities• Public & Indoor Courts• More coaches & education• Playing DC world group• Bigger tournaments/exhibitions• ITF assistance• National Tennis Centre• Free tickets to tournaments


IDEAS which could help to GROW internationally

• Common branding• United approach ATP-WTA-ITF• Time friendly formats• Worldwide rating system• Worldwide media initiative• Co-ordination between Nas• Women’s tennis• Davis Cup, Fed Cup and Olympics played Regionally• TV Grand Slams free


IDEAS which could help to GROW internationally

• Development programmes for less favoured• Better image: change rules• Involve parents more• Better coaches education• Make the game attractive & fun!• Make the game cheaper!• Big events• Community/recreational/ STI/Street tennis


SECTION 2-PARTICIPATION / DEVELOPMENT


PARTICIPATIONACTIVITIES IN PLACE

MORE USED by NAs• Rating system• STI

LESS USED by NAs• Recommended Club

programme• Skills/Award

scheme• University Tennis


PROMOTING RECREATIONAL TENNIS IN THE 21st CENTURY

The example of the Austrian Tennis Federation


Recreational Tennis

• Promotion of recreational tennis by introducing: – Amateur ranking / rating

• Support regional/local tournaments by: – Tennis Website

• Support adherence to tennis by:– License procedure for all players

• Support of recreational tennis by: – Offering special Internet-services: Web-

Registration via License


Marketing of the License

• Economic importance of license card– Member fees are calculated upon licensed players– Logo presentation of the main sponsor and the

regional association– further partner logo presentation on back side

• Possible co-operations– Shopping or credit-/phone card– License card MUST be shown at all

championships


License Card


Amateur – Ranking / Rating

• Introducing the amateur- ranking / rating– 1: Integration of all players and all results

• Team championships and tournaments

– 2: Include adults, juniors, veterans in the list– 3: Assimilation to existing / similar systems in

other parts– 4: Integration of all club championships and

matches at club level• Start with singles ranking /rating and then

introduce the doubles ranking /rating list


License / Playing card

• Every player receives an unequivocal identification by the license card

• Try to have as much licensed players as possible• Automatic license procedure starts with entering the

championships• License procedure carried out by tournament

organizers or regional/national associations• License number remains valid for a life‘s period of

time (unequivocal ID) - license is prolonged yearly• Players need to pay their license


Internet• Publish the amateur ranking /rating list in the

Website• Services for tournament organizers

– Online realization of the whole tournament– Online-application– Online-information– Live-schedules– Live-results– Data exchange with database– Presentation and links to eventual sponsors


Internet

• Web-coverage of the entire Team championships– all teams– player‘s list /team– draws, schedules– results– password protected areas for special

club/team services


Internet - Team Championships

0

50000

100000

150000

200000

250000

300000

350000

400000

450000

500000

BTV

KTVNÖTVOÖTV

StTV

STV

TTV VTV

2000

1,4 Mil. Page Views since introduction in 2000


Internet Player Registration

• Registration of players via license number

• Registration enables certain services on the Website– Self-presentation (Player‘s profile)– SMS-Services– E-Mail-to-Fax Services– Special Internet Shop offers


What will change?

• The revolution in leisure time will take place in about 10 years

• Are there chances for traditional clubs?– As a second family– As a lasting alternative to all the fun sports– Social security for kids

• Tennis will probably never stay for „speed“, „extravagance“ and „cliques“

- the attributes which stay for this period -


TEACHING ADULTS

ITF Coaches Education Programme

Coaching High Performance Players Course

By Miguel Crespo & Machar Reid


Introduction

• The ‘adult beginner’ player may be described as a player taking up the sport through to the lower intermediate (club level) player.

Atkinson (2002)


Introduction: tactics

• Game analysis for the adult student is based on simple patterns of play, court positioning and basic strategy.

• Tactics for the adult player also revolve around consistency and accuracy.

• Emphasis should be placed on the simple ways to win a point. (concept of a rally). Atkinson (2002)


Introduction: physique

• The physical capabilities of the adult beginner revolve around their level of mobility and balance.

• The lessons and skill development should be designed to develop these areas.

• As the adult beginner improves they will become more aware of the close relationship between effective stroke production and balance. Atkinson (2002)


Introduction: psychology

• Satisfactory level of concentration to be able to perform strokes effectively

• Ability to respond to various game situations positively at the social level.

Atkinson (2002)


Differences between working with children and adults: Physical

• Adults are usually stronger and will have more experience in various activities but may be inhibited by less flexibility, developed skeletal structures and in many cases, injuries as a result of age or previous sporting activities.

Atkinson (2002)


Differences between working with children and adults: Physical

• Body size in itself can make learning a new sport more difficult for adults.

Atkinson (2002)


Differences between working with children and adults: Psychological• The concentration levels of adults should be

better compared to children. • In addition, a more developed intellectual

capacity may assist learning in terms of understanding important concepts.

Atkinson (2002)


Differences between working with children and adults: Psychological• Improvement may be impeded if the adult

student attempts to analyse too much and becomes restricted by excess knowledge of the mechanics of particular strokes.

Atkinson (2002)


Differences between working with children and adults: Capacity to learn

• In general, children are less inhibited than adults and may learn more quickly as a result.

• Adults learning to play tennis will usually do so enthusiastically as a new challenge which should accelerate enjoyment and therefore learning.

• An adult may not advance technically as much as a child.

Atkinson (2002)


Private lessons considerations for adults

• The student may ask for a specific lesson for example, to improve their serve.

• The coach should also take into account the likely nervousness of the student in a private lesson.

Atkinson (2002)



• Some methods to put the student at ease initially include social conversation of a relaxed nature and then proceeding to simple rallying with the objective of early success.

• The coach should use a co-operative teaching style. This involves questions and listening to the students’ answers.

Atkinson (2002)



• Accurate and appropriate evaluation of the student and their needs.

• Develop a satisfactory program based on that evaluation.

• Explain to the student how the program will provide the path to their improvement.

Atkinson (2002)



• Evaluation of the student:– An initial assessment during the first lesson.– An on going assessment which is continually revised.

• As time goes by, this evaluation may mean that the adult’s program will require redesign and alterations.

• Be sure to explain this to your adult student.

Atkinson (2002)


Group lessons considerations for adults

• The harmony and standard of the group• The need to rally successfully within the

group• To encourage enjoyment through quick

improvement• Interaction within the group• The need to understand playing positions for

doubles and singles

Atkinson (2002)

Documents

ITF Coaches Education Programme · promotion activities in tennis • Present the results of a professional market research in tennis • Introduce ideas which could help tennis grow