In 2025, Andy Roddick has emerged as one of the most vocal advocates for a shift toward the creator economy in sports, particularly within tennis. Through his media company, Served Media, he has criticized the sport’s restrictive approach to media rights. Roddick described tennis’s stance as a major “unforced error”, arguing that preventing athletes and creators from using match footage blocks the sport from fully capitalizing on its global momentum.
The Tennis TV monolith
Roddick pointed to ATP Media’s growing revenues as evidence of both opportunity and limitation. He noted that ATP Media’s annual revenue rose by 10% in 2024 to $223 million, largely driven by Tennis TV. While acknowledging its success, he argued that the protective stance around highlights stifles broader promotion. According to Roddick, Tennis TV is a “monster” in terms of revenue generation, but its closed model contrasts sharply with more open digital strategies seen in other sports.
Progressive steps at the U.S. Open
Despite his criticism, Roddick highlighted the 2025 U.S. Open as a positive example of progress. The tournament issued its first-ever “Content Creator Media Credentials” to 48 nontraditional media figures, a move designed to expand reach and engagement. For Roddick, this initiative demonstrates how tennis can benefit from embracing new media voices and expanding beyond traditional coverage.
Athlete empowerment and personal branding
Roddick has consistently emphasized the importance of athlete empowerment in the modern sports landscape. He argues that other sports allow athletes to build strong personal brands that attract major partnerships, while tennis often leaves players isolated. He described the current structure as a “selfish existence”, where athletes lack the tools to share their performances and grow their influence.
Through his advocacy, Roddick continues to push tennis toward a more open and collaborative future, one where athletes, creators, and fans can all contribute to the sport’s growth.