Serving Under Threat
- Influence
- Jul 14
- 3 min read
Tennis, Gambling and the Growing Storm of Social Media
Tennis continues to thrive, delivering world-class entertainment and high-stakes drama — as showcased last week at Wimbledon, where Jannik Sinner and Iga Swiatek claimed the men’s and women’s titles respectively. However, a more troubling narrative is unfolding off the court — one that threatens the wellbeing of its stars. With online abuse growing and angry punters targeting players, the sport’s links to the gambling industry are becoming more visible.
A recent joint report by the Women’s Tennis Association (WTA) and the International Tennis Federation (ITF), with AI-led analysis from Signify Group, revealed 458 professional players were subjected to online abuse in 2024. Over 8,000 abusive messages were sent from more than 4,200 accounts — with 77% of direct abuse on players’ personal profiles traced back to gamblers.
But the roots of this issue run deeper than social media. Gambling firms, once peripheral in tennis, are now front and centre — plastered across tournament branding, listed as title sponsors of events like the Madrid and Miami Opens, and serving as official partners to the governing bodies. The ITF has shown a clear willingness to align with betting brands, renewing its sponsorship deal with the likes of Stake — the Curaçao-based gambling company also partnered with Sauber F1 and Everton FC. Stake was later found to have breached UK Gambling Commission regulations — including using pornographic content to target young audiences — before surrendering its UK licence in March 2025.
The financial motives behind these decisions are clear. In 2022, the ITF generated $20.8 million from Davis Cup and Billie Jean King Cup data rights. Sponsorship revenue, including from gambling companies, contributed $10.6 million. Meanwhile, over £100 million is wagered on tennis matches daily around the world. In the UK, tennis ranked fifth among all sports for betting in 2023, with 13% of bettors engaging in the sport, and a significant number spending upwards of £200 monthly.
The consequences for players are increasingly visible too. After her early Wimbledon exit, British player Jodie Burrage didn’t hold back — revealing the torrent of vile messages she received in the aftermath of her first-round loss. American star and WTA Player Council member Jessica Pegula echoed the alarm, calling for urgent reform: “Online abuse is unacceptable. No player should have to deal with it. It’s time to tackle the problem at its source.”
Carlos Alcaraz admitted the scale of online abuse can be genuinely “scary.” British No.2 Katie Boulter has gone further, saying the hate has become so frequent, it’s now “the norm.” Even Andy Murray, a three-time Grand Slam champion and staunch advocate for athlete wellbeing, has spoken on the topic — saying he’s hesitant to let his children near platforms he sees as inherently “damaging.”
While governing bodies issue statements condemning online abuse, they continue to ink lucrative deals with betting operators. New governance such as the UK’s Online Safety Act may offer a small step forward by placing stronger responsibilities on tech firms to limit harmful content. But ultimately, more is required from tennis’ leaders. Governing bodies must prioritize player protection over short-term profit.
Tennis may be built on individual battles, but no player should have to serve under threat. Until the industry confronts this issue with betting, the problem isn’t going away — and the cost will be counted in more than just points lost.