Why tennis is runnig scared of Nick Kyrgios

    Press/Media: Expert Comment


    This article analyses the Nick Kyrgios tanking incident during the Shanghai Masters. It contends that tennis needs Kyrgios' anti-establishment crowd-pulling potential and will limit fines and suspensions to ensure he does not miss major tournaments. The article suggests that this reflects a world in which grunge marketing and the financial bottomline are more crucial that the traditional sporting values of fair-play. With Kyrgios, tennis entered the post-value age.

    Period13 Oct 2016

    Media contributions


    Media contributions


    • sport
    • tennis
    • sports marketing
    • Kyrgios