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Tennis is hard to match when it comes to the power of social media: only the NBA and soccer have more average followers per player, according to exclusive research from PMK BNC. And with the U.S. Open set for later this summer, tennis' social media season is in full swing.
Like other professional athletes across the sports sphere, tennis stars often use their large social footprints as leverage in their deals with major brands.
The strategic marketing and communications firm found Facebook to be the preeminent platform for fan engagement and brand promotion, but different athletes use the social nets in different ways—and with varying levels of success.
"Most players see a drop in engagement when they incorporate messages from their sponsors," said Joanne Melzer, vp of strategy and insights at PMK BNC.
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