Tennis has lost a lot of its cultural standing in the past few years as aging superstars are retiring or nearing the end of their careers; however, this past year that narrative turned on its head. Proving to a whole new generation that Tennis can still be culturally relevant. The sport is growing faster than many people realize, both around the world and right here in Canada. At the same time, new players are stepping into the spotlight, and the whole scene feels fresh and unpredictable.
Recent numbers from the International Tennis Federation show just how much momentum sport has built. More than 106 million people now play tennis worldwide, a jump of more than 20 million compared with five years earlier. The Women’s Tennis Association also reported that its global audience reached 1.1 billion viewers in 2024, the highest in its history. Growth on this scale tells you something clear. People are finding tennis easier to access, to understand, and more entertaining than ever before.
Part of that shift comes from how sport is presented today. Modern broadcasts break down strategy in real time; creators are given the freedom by broadcasters to clip the best points into short videos, and behind-the-scenes content gives fans a closer look at players’ personalities. Tennis used to feel distant; now it feels like a sport you can actually get to know, which is critical in the presentation of an individual sport. Even if you cannot explain every weird rule or wrap your head around the scoring, you can feel the tension in long rallies, the pressure in close games, and the momentum swings that can flip a match in seconds.
Tennis is especially popular amongst Canadians as of late, as Tennis Canada reports that close to five million people in the country picked up a racquet in 2023, up from just under four million two years earlier. Canada now ranks near the top globally for participation.
Tennis is no longer something Canadians watch only during the National Bank Open; it is becoming a sport that people actively play, follow, and talk about all year.
That enthusiasm is fueled by the talent coming through Canada’s tennis pipeline, as Félix Auger Aliassime found his rhythm again in 2025 with a stronger serve and more control in long exchanges. He’s shown a new breath of life after being counted out by the tennis world in 2023. Denis Shapovalov returned from injury with a clearer, more patient all-court game. On the women’s side, Leylah Fernandez kept building her identity as a relentless counterpuncher who plays her best when the pressure spikes. Victoria M’boko crowns Canadian tennis achievements this year with a WTA Master 1000 win inMontreal, no doubt a special moment for the 19-year-old Canadian. She has a long and bright career ahead of her.
2026 seems like it will have it all with a big rivalry between Carlos Alcaraz and Jannick Sinner, exciting Canadian talent, and new and fresh broadcasting. Tennis will be easier to follow, easier to enjoy, and more welcoming to newcomers than it has been in years. The athleticism, the nerve, the back-and-forth tension, and the breakthrough moments are now amplified tenfold.
If you are looking for a new sport to follow next year, tennis is ready for you.
Contributed Photo/Roger Stadium
