Welcome back to the Monday Tennis Briefing, where The Athletic shares insights from the previous week on court.
This week, the men’s and women’s tours converged in California’s Palm Desert for the BNP Paribas Open at Indian Wells.
If you’re interested in our extensive tennis coverage, click here.
Addressing Ticketing Challenges
Organizing a tennis tournament is more intricate than it seems. Fans aim to buy tickets to see their favorite players, who in turn have preferences regarding courts and timings. These schedules must also align with TV networks’ requirements for different countries. While tickets for major stadiums are often pre-sold, finalizing this complex scheduling puzzle typically occurs just a day before matches.
This is the scenario for the BNP Paribas Open in 2026. Currently, it’s not too hot for players’ preferences, but the usual day/night and early/late match rotation is underway. Fans of emerging stars often fill outside courts, while the opening matches in the largest stadiums frequently see a lack of spectators due to commitments like lunch and corporate sponsorships.
Changes to Stadium 2 Access
However, Indian Wells has introduced a change that hasn’t pleased fans. Previously, a grounds pass (approximately $60) allowed access to Stadium 2, the second-largest court, and several others. Now, a Stadium 2 ticket offers a reserved seat along with unreserved access to other courts while starting at $75 for certain sessions. This new policy has resulted in frequently empty night-session matches on Stadium 2, where grounds-pass holders previously helped fill seats.
“This crowd shot shows how poor the decision was to exclude grounds-pass holders from Stadium 2.”
Engaging Younger Audiences
The ATP Tour is set to renew its collaboration with Overtime, a media company targeting Gen-Alpha, Gen-Z, and Millennial sports fans, as part of its efforts to appeal to a younger demographic. Since signing the initial agreement in February 2025, the partnership has garnered 80 million views on platforms like Instagram and TikTok, with a significant portion of that audience being new fans under 35.
National Pride at Indian Wells
The largest venue at Indian Wells recently showcased Filipino player Alex Eala and Brazilian star João Fonseca, who have become icons for their respective countries. Eala has made waves in tennis over the past year, while Fonseca has built on the legacy of previous Brazilian stars. Their recent matches against American opponents generated excitement, adding to ongoing discussions about fan support, ticket sales, and player popularity in tennis.
