By Christofer Hamilton

Following this year’s Wimbledon Championships, a shift is becoming clear not only on the court, but in the hearts of global audiences. While legends like Novak Djokovic, Rafael Nadal and Roger Federer have long dominated the tennis world, recent demand data for these players suggests that the sport’s fan base is increasingly rallying behind a new generation.

The final round of the Men’s Singles tournament saw Carlos Alcaraz facing off against Jannik Sinner in a rematch of the French Open earlier this year, which Alcaraz won. Alcaraz was the defending Wimbledon champ, having bested Djokovic the past two years, so it was something of an upset when Sinner emerged victorious. The budding rivalry between these two players can serve as a compelling narrative that will draw attention to events like Wimbledon and the sport of tennis in general.