Life after the ‘Big 4’: are tennis’ modern stars cutting through like they used to?
- Written by The Conversation
Tennis’ four Grand Slams (the Australian, French and United States Opens, as well as England’s Wimbledon tournament) attract millions of spectators and billions of viewers each year.
Melbourne’s Australian Open kicked off on Sunday and more than 1.2 million people are expected through the gates this year, with a global media audience of 2.2 billion viewers.
As the sport has evolved, fans have gravitated to vibrant personalities alongside incredible sporting spectacles.
Since the commercial media networks began to broadcast these major events, the marketing and branding opportunity for players has boomed.
Once, the greats of the sport were household names. Is this still the case?
The power of greatness
Through the 1970s and 80s, tennis introduced the world to some remarkable players and rivalries, including Jimmy Connors, John McEnroe, Bjorn Borg, Billie Jean King, Martina Navratilova and Chris Evert, to name a few.
These players developed rockstar status with the press and public.
More recently, sport fans have been spoilt with the quality of tennis and intense rivalry that existed between the “Big 4” men’s champions (Novak Djokovic, Roger Federer, Rafael Nadal and to a lesser extent, Andy Murray) and the flamboyant Williams sisters (Serena and Venus) in women’s tennis.
Only Djokovic is still regularly playing, although Venus Williams ended a three-year hiatus thanks to an Australian Open wildcard but was beaten in the first round on Sunday.
The Big 4 developed in the early 2000s when the rising talents of Djokovic, Federer, Nadal and Murray began an intense rivalry.
From 2003 to 2025, the quartet won a combined 69 Grand Slam titles from a possible 91 majors.
They also became celebrities far beyond the tennis court.
Individual athletes rely on their own character and skills to market themselves, as opposed to the combined image for a team.
The Big 4 had personality to burn, shaped by their on-court exploits. Each had their own authentic demeanour which they used for endorsements, sponsorships and business opportunities.
During the same period, women’s tennis was dominated by the Williams sisters: Venus (who won seven Grand Slam singles titles) and Serena (23 titles).
They were regarded as trailblazers for the empowerment of Black female athletes. Outside of tennis, both have enjoyed successful business enterprises.
What separates the Williams sisters from other women’s tennis stars was their willingness to take risks backed up by a powerful and aggressive game style. This won the sisters enormous respect and a huge fan base. The crowds also seemed to enjoy their iconic playing outfits.
When these champions were dominating on the court, they were worldwide celebrities and their impact resonated with many non or casual sports fans.
But since their retirements, there has been a void. In fact it’s safe to suggest only the most hardcore tennis fan could name the top handful of male and female players for the Australian Open.
There’s no denying the number one and two men’s seeds, Carlos Alcaraz and Jannik Sinner, have built up an incredible rivalry. Amazingly, they played each other in the final of all eight majors during 2024-2025, with each winning four.
But would the casual fan be aware of their blossoming greatness, like they did during the emergence of Federer and Nadal?
A similar question can be asked in the women’s draw despite the star power of current number one Aryna Sabalenka and Iga Swiatek, Coco Gauff and Mirra Andreeva.
The modern media landscape
Tennis has grown significantly since the 2000s and players have come to prominence from across the globe.
The rise of social and digital media has led to increased promotion and publicity.
Brand control through direct digital communication with fans can bypass traditional media gatekeepers.
This may be the reason why many modern professional athletes have less of a traditional media presence – they are happy to connect directly to fans via social media.
Despite these emerging opportunities, it’s the old champs who still rule the roost online, with Serena Williams, Federer, Nadal, Djokovic, Naomi Osaka and Maria Sharapova considered to be the most powerful social media influencers.
What can we put it down to?
When the Big 4 and the Williams sisters were dominating on the court, tennis was often the talk around the office coffee room. Often, casual fans were even part of the conversation.
Their appeal and popularity might have been the result of a golden era of tennis as the sport’s global appeal spiked.
Perhaps the sporting world is still warming to the new era. Maybe modern players are more comfortable seeking to reach their fans through their own controlled platforms.
Possibly, the answer is longevity. The Big 4 and the Williams sisters built their fan base for close to two decades – today’s stars might just be getting started.
