Could Australia's Tennis Director Tiley Be the Next US Tennis Chief?

Craig Tiley's recent appointment as the new chief executive of the United States Tennis Association (USTA) marks a significant transition in leadership within the tennis world, particularly following his impactful 13 years at Tennis Australia. Tiley's extensive experience and innovative approach are expected to drive participation growth and enhance the sport's future in the United States.

Last updated: 06 October 2023 (BST)

What’s happening now

Craig Tiley, who has served as the chief executive of Tennis Australia since 2013, has been appointed as the new CEO of the USTA, succeeding Lew Sherr. This appointment comes at a time when the USTA is focused on expanding the sport's reach and increasing player participation across the nation. Tiley is set to assume his new role later this year, after facilitating a smooth leadership transition at Tennis Australia.

Key takeaways

• Craig Tiley has been appointed CEO of the USTA after 13 years at Tennis Australia.
• Tiley is known for his innovative leadership and commitment to growing tennis.
• The USTA aims to increase participation to 35 million players by 2035.

Timeline: how we got here

The following timeline highlights key events leading to Tiley's appointment:

• 2013: Craig Tiley becomes CEO of Tennis Australia.
• 2003: Tiley leads the University of Illinois men's tennis team to an NCAA Championship.
• 2023: Tiley is appointed CEO of the USTA, replacing Lew Sherr.

What’s new vs what’s known

New today/this week

Tiley's appointment has been officially announced, marking a new chapter for the USTA as it seeks to enhance the growth of tennis in the United States. His background in coaching and tournament management positions him well to lead the organisation in achieving its ambitious participation goals.

What was already established

Tiley has a proven track record in the tennis world, having overseen significant growth and innovation during his tenure at Tennis Australia, particularly with the Australian Open. His leadership has been instrumental in breaking attendance and revenue records, which the USTA aims to replicate under his guidance.

Impact for the UK

Consumers and households

While Tiley's move primarily affects the USTA and US tennis, there are indirect implications for UK tennis enthusiasts as the global popularity of the sport grows. Increased participation and innovative events could lead to enhanced collaboration between tennis bodies worldwide, including the LTA (Lawn Tennis Association) in the UK.

Businesses and jobs

Tiley's leadership may drive new opportunities in the UK tennis market, especially for businesses involved in tennis equipment, coaching, and events. A surge in participation could stimulate demand for jobs related to coaching, sports management, and event organisation.

Policy and regulation

The USTA's focus on grassroots growth may lead to policy changes that resonate with other national tennis federations, including those in the UK. A collaborative approach to tennis development could emerge, fostering a unified strategy to grow the sport globally.

Numbers that matter

• 35 million: The USTA's target for player participation by 2035.
• 1.3 million: Fans attended the Australian Open during Tiley's leadership in 2023.
• 15 days: Duration of the Australian Open, extended under Tiley's direction.

Definitions and jargon buster

• USTA: United States Tennis Association, the national governing body for tennis in the United States.
• NCAA: National Collegiate Athletic Association, the main governing body for college sports in the USA.

How to think about the next steps

Near term (0–4 weeks)

In the immediate future, Tiley's focus will be on understanding the current landscape of American tennis and formulating strategies to engage more players. He will likely meet with key stakeholders to assess needs and expectations.

Medium term (1–6 months)

Over the next few months, Tiley will implement initiatives aimed at grassroots engagement and increasing participation, particularly among diverse communities. Evaluating existing programs and introducing innovative events could be part of his strategies.

Signals to watch

• Announcements of new player engagement initiatives by the USTA.
• Updates on participation metrics as the USTA approaches its 2035 goal.
• Partnerships with local organisations to promote tennis at the grassroots level.

Practical guidance

Do

• Engage with local tennis clubs to explore participation opportunities.
• Follow USTA’s announcements for new programs and initiatives.

Don’t

• Assume participation growth will be automatic; community engagement is key.
• Neglect the importance of inclusivity in tennis programmes.

Checklist

• Check for local tennis events and programmes in your area.
• Consider volunteering or getting involved with local tennis organisations.
• Stay informed about changes in tennis regulations and participation goals.

Risks, caveats, and uncertainties

While Tiley's experience is promising, there are uncertainties regarding how effectively he can translate his success from Australia to the US market. The diverse demographics and varying interests within US tennis present challenges that may require tailored strategies. Additionally, the impact of external factors, such as economic conditions and public health considerations, could affect participation rates.

Bottom line

Craig Tiley's appointment as CEO of the USTA represents a pivotal moment for American tennis, with potential ripple effects for the sport globally, including in the UK. His innovative mindset and commitment to grassroots growth may help increase participation and elevate the sport's profile, aligning with the USTA's ambitious goals for the future.

FAQs

Who is Craig Tiley?

Craig Tiley is the new CEO of the USTA, previously serving as CEO of Tennis Australia for 13 years, where he significantly impacted the growth of tennis.

What are the USTA's participation goals?

The USTA aims to reach 35 million players by 2035, focusing on grassroots growth and community engagement.

What innovations did Tiley implement at the Australian Open?

Tiley oversaw the expansion of the Australian Open to a 15-day event and introduced the Million Dollar One Point Slam, breaking attendance and revenue records.