Revitalising Tennis in China: Reassessing Brand Challenges and Strategic Opportunities in a Niche Sport

Tennis, long associated with grace and tradition, is increasingly struggling to maintain its market position and cultural relevance in Chinas rapidly evolving sports and media environment, particularly among younger audiences. This study explores the current branding and marketing challenges facing tennis as a niche sport in China and investigates which strategic approaches may help reactivate its visibility and audience engagement. Based on content analysis and case comparisons drawing from data between 2023 and 2025, the study examines shifts in brand positioning, media practices, and audience behaviour across leading tennis institutions, domestic events, and sponsorships. The analysis employs established frameworks, including the STP model, the marketing mix (4Ps), and brand association theory. Findings suggest that outdated elite branding, limited grassroots promotion, and insufficient localisation in digital storytelling remain significant barriers to audience connection. However, strategies such as lifestyle rebranding, cross-industry collaborations, and integration with domestic social media platforms demonstrate growing potential in revitalising the sports image. By analysing these trends and offering case-based insights, this study contributes to the existing literature on niche sport marketing and provides practical guidance for repositioning tennis within a more inclusive and digitally responsive cultural context in China.