1/ Assuming the complex ATP/WTA negotiations could be worked out fairly for both parties (a big 'if' given their history), I'd like to touch on one of the lesser talked about economic benefits of a merged ATP/WTA tour.

A quick thread. https://twitter.com/rogerfederer/status/1252922285096423424

2/ To be clear, I think there are numerous benefits to a joint ATP/WTA tour (more powerful & more nimble bundled commercial value, great message to next generations interested in sport et al). But something that's rarely discussed is something I'll call 'fan cross-pollination'...

3/ 'Fan cross-pollination' -

You have two potential fans of ATP tennis.

1. Has never watched any tennis before in their life.

2. Has watched some WTA.

Which is more likely to become an ATP fan (or vice versa)?

No.2

4/ Simply, any exposure is always better than none when it comes to the on-ramp for new fan acquisition. & the sooner sole interests in ATP & WTA could be put aside for a common interest in the growth of the sport as a whole, the sooner that on-ramp for new fans can be widened.

6/ Cross-pollination chances improve dramatically with:

- Combined tournaments
- Unified ATP/WTA streaming platform, frictionless availability for watching both
- More media (social & pro) interaction between ATP/WTA players, more joint storylines (+more mixed events in future?)

7/ Numerous very sticky issues in the way of all this: prize money distribution, a fair ATP/WTA exposure balance, scheduling logistics etc

Also good chance the merging of ATP/WTA would result in an acceleration of shortening tennis formats (something I'm personally against)

8/ However I'd cautiously suggest the pros outweigh the cons overall.

Tennis has a fascinating opportunity to capitalise on 'fan cross-pollination' in ways most other sports cannot, at a time when traditional sport needs all the help it can get with new fan acquisition.

Fin