Tennis is the third sport in Italy by number of fans: 3.1 million people play it

Accomplice in the feats of the various Berrettini, Sinner and Sonego in ATP tournaments around the world but, above all, the repeal of the limitations on sports activity imposed by the Government during the pandemic in consideration of their individual connotation, the tennis has become the third sport by number of fans and the fourth overall for the number of practitioners in Italy. The latest edition ofObservatory of the Italian sports system edited by Ifis Bankingunder which they now practice tennis in our country 3.1 million people – there were just over 2 million in 2018 – equivalent to 6% of adults and 20% of the entire national sports population. 23% would be under 34 years old while 37% would be over 55. In terms of gender, in addition, men would be 67% of the total compared to 33% of women.

“An expression of elegance and, at the same time, of power, tennis remains a typically individual and mainly male sport – confirms luca torelliItaly Brand Activation Manager babolatthe oldest racket maker in the world – In addition to not being properly accessible or easy to practice, it is an activity that, to obtain results even after the initial learning with the master, requires time, preparation and continuity”.

The team of tennis players who step on the red earth fields -and not only- in Italy is wide and varied. “The most assiduous and passionate practitioners are the so-called ‘demanding’– explains Torelli – Always on the lookout for the latest news, they play 2 to 4 times a week, they are usually less than 20 or more than 30 years old, have at least 2-3 looms that are worth around 250 euros each and wear out the ropes to the point of consuming 2/3 balls a year, which is equivalent to 32/48 ropes totals”. Then come the ‘health awareness’the call ‘keep fit and well’, who play at least a couple of times a week to keep fit. They are usually over 25 years old, frequently train with the monitor and have a good frame worth at least 200 euros.

The young – they are under 25 years old on average – and competitive – they are often former agonists – the so-called ‘young slasher’ they, for their part, have an aggressive game, train at least a couple of times a week and have at least a couple of draws of 250 euros each. To turn them into a natural counterweight are the ‘amateurs’the call ‘fast and fun’: They play for fun with friends in their free time and especially on vacation. Although discontinuous, they usually have a good quality frame that is around 150 euros. Last but not least, the so-called ‘style finder’ they are very attentive to both image and substance. “They frequent both the club and the tennis courts,” says Torelli. “Sometimes they play intermittently and many times they look for the product on the web, be it a loom or a set, as long as it is strictly coordinated.”

More generally, Italians would have a good predisposition to buy gear and apparel with bold colors and graphics, preferably replicas of those worn by champions. “In terms of promotion, nothing counts more than testimonials, even if teachers and store owners continue to play a key role in the purchase phase, regardless of whether it is done in store or online.” Finally, the level of loyalty expressed by tennis players towards their favorite brands is high, often bordering on fanaticism. brand enthusiast.

Leave a Comment