Racquets Rising: Cracked Media Ventures on the New Age of Tennis, Technology, and Storytelling
In recent years, tennis has seen the retirement of several legendary figures, prompting questions about the next chapter of the sport. Yet, what many expected to be a period of decline has ushered in remarkable growth. Viewership remains strong, and tennis fandom is thriving.
A new generation of players, dynamic and diverse, has stepped into the spotlight with force and flair. These rising stars are reenergizing the sport with their charisma, style, and global appeal, drawing younger, more digital-native audiences into the space. 'Tennis isn't fading. It's flourishing, and the new personalities are leading a rebrand that resonates across continents and age groups,' says Cracked Media Ventures co-founder and CEO Dalton Thieneman.
This renewed momentum is evident beyond the stadium seats. In the United States, tennis participation has reached an all-time high. As of 2025, a staggering 25.7 million Americans play the sport, marking five straight years of growth. One in every 12 Americans now picks up a racquet, with a notable surge among those under 25. These younger players contributed nearly half of the total participation gains last year, highlighting tennis's cultural relevance and long-term staying power.
Behind this growth is how the stories are told, and this is where Cracked Media Ventures is helping redefine the landscape. The company has tapped into the pulse of the modern fan by recognizing that today's audiences demand more than just match results. They crave narrative, depth, and connection.
Cracked Media Ventures delivers just that. It focuses on athletes long before they grace center court at the majors. By spotlighting junior and collegiate players, the platform acts as a runway where talent is introduced, contextualized, and followed closely through the journey to the pros.
This narrative expansion is powered by Cracked Media Ventures' CrossCourt Cast, the company's proprietary technology. This remote broadcast software was developed to democratize tennis coverage. Traditionally, covering smaller tournaments has required full production teams, trucks, and significant overhead.
'CrossCourt Cast upends that model with fixed and mobile streaming cameras, AI-integrated tools, live scoring, real-time commentary, and instant replays,' says Thieneman. 'Everything is delivered through an affordable, scalable solution. For clubs, schools, leagues, and federations, it's access, equity, and exposure all rolled into one.'
Cracked Media Ventures multi-channel content strategy spans audio, video, and social platforms, allowing fans to engage with tennis wherever and however they prefer. Through daily podcasts, in-depth interviews, historical storytelling, and digital series, the platform provides context that complements live coverage. Whether through headphones, screens, or courtside activations, Cracked Media Ventures meets fans at every touchpoint.
This multidimensional approach is especially impactful as tennis finds itself in the company of a rapidly growing family of racquet sports. Pickleball and padel, once niche activities, are now global phenomena. Padel, in particular, is considered one of the fastest-growing sports, with over 25 million active players in 110 countries.
The explosion in recreational racquet sport participation echoes what's happening in tennis. 'People aren't just watching. They're playing. And once they pick up one kind of racquet, they're trying others,' Thieneman states. Cracked Media Ventures has identified this shift early and is already expanding coverage into these emerging arenas with Cracked Paddles. By capturing recreational championships, club competitions, and collegiate-level play in these adjacent sports, the company is positioning itself to lead the conversation as racquet sports continue their ascent.
As tennis enters a new era, with the US Open as its annual exclamation point, the sport stands at the crossroads of tradition and transformation. The legacy players who once defined the game have passed the torch, but the fire burns brighter than ever. Cracked Media Ventures has embraced that momentum by adapting to change and even helping drive it.
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