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Jake Scudder

Jake Scudder

How the New World TeamTennis Is Reimagining Tennis for Sponsors

How the New World TeamTennis Is Reimagining Tennis for Sponsors

Tennis has tried "faster and shorter" before. What's different about World TeamTennis's 2026 relaunch is that it isn't really selling a quicker match. It's selling a more predictable, more sponsorable product, and that's a much bigger swing. With

Accountable at the Counter: Why the Fight Against Tennis’s Gambling-Fueled Abuse Crisis is Just Beginning

Accountable at the Counter: Why the Fight Against Tennis’s Gambling-Fueled Abuse Crisis is Just Beginning

When we first examined the mechanics of this system in How Signify's Threat Matrix Protects Tennis Players Online, the focus was primarily defensive. The sport was building a digital shield to filter out the noise. One year later, the release of the WTA and World Tennis 2025 online

I Took the Huawei Watch Fit 5 Pro onto a Padel Court. Here's What the Numbers Said.

I Took the Huawei Watch Fit 5 Pro onto a Padel Court. Here's What the Numbers Said.

When I wrote about the Huawei Watch Fit 5 and the Tennix app a few weeks back, the focus was on how the technology worked and what it promised for tennis players, rather than a hands-on test. Fair enough, given the name. But Tennix covers racquet sports more broadly

Czech Mate: How a Nation of Ten Million Keeps Winning Wimbledon

Czech Mate: How a Nation of Ten Million Keeps Winning Wimbledon

When Karolina Muchova saved a match point against Coco Gauff in a ten-point tiebreak on Thursday, the roar inside Centre Court was for her. But in a quieter sense, it was also for Martina Navratilova, Jana Novotna, Petra Kvitova, and every Czech player who spent decades building something that

One Tournament. Two Brands. One Very Deliberate Strategy.

One Tournament. Two Brands. One Very Deliberate Strategy.

How MSC is using a Hamburg tennis court to market two completely different products to two completely different audiences Most sponsorship deals are straightforward. A company writes a cheque, their logo appears on a backdrop, and fans associate the brand with the sport. Simple, effective, well understood. What MSC has

ATP Launches ACES Docuseries, Bundling Streaming Content With Premium Hospitality

ATP Launches ACES Docuseries, Bundling Streaming Content With Premium Hospitality

Only 29 men in tennis history have reached ATP World No. 1. The ATP is finally telling their story. ACES: The ATP No. 1 Club, a four-part docuseries that premiered June 29 on Prime Video (US) and Channel 5 (UK), brings together exclusive interviews and archive footage spanning McEnroe,

Tennis Fashion: Expression or Distraction?

Tennis Fashion: Expression or Distraction?

Naomi Osaka walked onto the grass at Wimbledon this week in an oversized white ceremonial robe, layered over a tiered skirt, Yonex bag over her shoulder, moving like she was arriving somewhere more significant than a first-round match. It stopped people. Not because it was inappropriate, it was all