"Despite showcasing tennis stars like Coco Gauff and Iga Swiatek, the WTA Finals in Riyadh face challenges in attracting local audiences, highlighting the complexities of growing women’s tennis in emerging markets."
As the WTA Tour Finals take place in Riyadh, the initial attendance numbers highlight the challenges of establishing women’s tennis in Saudi Arabia. Despite the presence of tennis icons like Coco Gauff and Iga Swiatek, the 5,000-seat venue appeared woefully empty, drawing fewer than 500 attendees on Sunday, even with ticket prices as low as $8.66. This situation starkly contrasts with the energetic audiences these players usually attract in well-established tennis markets, emphasizing the WTA’s difficult task of generating local interest and excitement for the sport.
Coco Gauff, currently ranked No. 3 in the world, recognized the low attendance, characterizing the situation as part of the sport's "growing pains" in Saudi Arabia. She likened the event's developmental hurdles to those faced by the WNBA and emphasized that patience will be essential as the tour aims to cultivate a fan base in this new region. Her match against Jessica Pegula unfolded before a quiet crowd, resulting in a subdued atmosphere that both competitors tried to downplay, yet could not completely overlook.
Iga Swiatek, currently ranked No. 2 in the world and recently triumphant against Barbora Krejcikova, expressed that she felt a sense of "calm" in the nearly empty stadium. However, for a sport that flourishes with passionate fans, the low turnout created a sensation of disappointment, particularly for an occasion designed to highlight women's tennis at its finest.
The WTA swiftly addressed the situation, highlighting the importance of this inaugural event in Saudi Arabia and emphasizing that cultivating a committed tennis fan base will take time. The organization pointed to the necessity for cultural adjustment and ongoing exposure as crucial elements, predicting that attendance could increase as the weekend progresses. Additionally, the fact that the local workweek starts on Sunday likely played a role in the particularly low turnout on that day.
However, not everyone believes that simply being patient will lead to a strong tennis following. Patrick Mouratoglou, a prominent coach in the sport, raised concerns about the lost chances for promotion. He pointed out issues with the visibility and marketing strategies associated with this high-profile event, particularly in an area with little existing enthusiasm for women's tennis.
The disappointing attendance this year is not an outlier; it reflects ongoing difficulties for the WTA in attracting large crowds to its Finals. In previous years, specifically in Texas two years prior and Cancun last year, the Finals had challenges filling seats, often attributed to last-minute planning. In contrast, the announcement of the Riyadh venue was made in April, allowing more time to cultivate local interest. This situation raises concerns about the audience's preparedness and the challenges involved in staging such a high-profile event in a developing market.
Tim Henman, the former British No. 1 and currently a commentator for Sky Sports, expressed his disappointment over the lack of spectators in Riyadh. Jonathan Overend shared similar feelings, observing that top players like Swiatek and Gauff would certainly attract passionate crowds in more established tennis markets. The perspectives of these tennis veterans highlight the unique challenges the WTA faces as it strives to grow the sport while engaging effectively with audiences.
