2' min
Italian tennis is experiencing an extraordinary moment, achieving a historic milestone: during the week of November 18-24, 2024, social media interactions about tennis surpassed those about football for the first time. An analysis by SocialData revealed that tennis generated 952,000 interactions, edging out football's 950,000. This reflects a significant surge in interest in the national tennis scene, driven by the successes of Jannik Sinner and other stars like Lorenzo Musetti, Jasmine Paolini, and Sara Errani.
At the forefront of this success is Jannik Sinner, a central figure both on and off the court. With 34,000 mentions and 5.6 million interactions over the past three months, Sinner has captivated the Italian public, propelling tennis to greater media and cultural prominence. His victory in the Davis Cup and achievements throughout 2024 have bolstered positive sentiment around the sport, now at 61%, compared to football's polarized sentiment with a 44% negativity rate.
Sinner’s digital presence is rapidly growing. His Instagram account has surpassed 3 million followers, marking a 115% increase compared to 2023. In 2024 alone, total interactions on his account reached 28 million, nearly tripling the previous year’s numbers. This growth was fueled by high-profile events such as the 2023 ATP Finals against Djokovic and his triumph at the 2024 Australian Open, his first Grand Slam. With an engagement rate of 3.5%, Sinner stands out not only for his fanbase size but also for their active participation, outperforming established stars like Djokovic (1%) and Nadal (0.5%).
However, there is still room for improvement. While Sinner has primarily focused on Instagram, his presence on other social platforms remains limited. His Facebook account is not configured as a business profile, and though he is registered on TikTok, he is not active there. By contrast, rivals like Alcaraz and Djokovic leverage TikTok to enhance their visibility. Additionally, his preference for static images (56.6%) over dynamic content like carousels and reels may represent an untapped opportunity to maximize his digital brand's impact.
In terms of growth percentage, Sinner outpaces top players such as Alcaraz, who saw a 43% increase, and veterans like Djokovic and Nadal, whose growth rates are below 10%. This evolution reflects not only the expansion of Sinner's fanbase but also the enthusiasm of an audience that views him as a symbol of the renaissance of Italian tennis.
The year 2024 has cemented tennis as one of the most-followed sports in Italy, with Jannik Sinner as its undeniable star. This achievement not only celebrates individual success but also demonstrates how a well-told sports movement can win the hearts of Italians and ignite positive discussions on social media.
