Episode 89: Match Point for Media Innovation

In this episode of Marketing Moves, we sat down with Alex Gruskin, Chief Creative Officer of Cracked Racquets, to hear how a single tweet sparked his journey into building one of tennis media’s fastest-growing platforms. Alex shares how he and founder Dalton turned a three-hour phone call into a lasting partnership, how Cracked Racquets adapted and thrived during the pandemic, and what it means to cover NCAA championships and WTA events like Tennis in the Land. We also dive into the power of analytics in sports media, uncovering why tennis is ripe for a data revolution.

Sports have always been at the intersection of culture and technology, but today’s media landscape is reshaping how fans connect with their favorite games like never before. Tennis, with its global reach and fast-paced evolution, is emerging as a proving ground for media innovation. In a recent episode of Marketing Moves, Alex shared insights into how the game is adapting to streaming platforms, new fan experiences, and cutting-edge content strategies.

Alex’s perspective highlights a larger truth: the future of sports media is not just about broadcasting games, it’s about creating communities, experimenting with storytelling, and embracing digital-first strategies that meet fans wherever they are.

Alex emphasized that traditional broadcast is no longer the only stage. As streaming platforms dominate, sports organizations are rethinking how they deliver live experiences. Tennis has been a frontrunner, experimenting with platforms that offer flexible viewing, multi-angle streams, and highlights that are almost instantaneous.

For fans, this means access on demand. For media organizations, Alex explained, it’s a balancing act between monetization and accessibility. Success requires aligning broadcast partners, sponsors, and digital platforms to ensure the fan experience stays front and center.

One of Alex’s key points was the importance of storytelling. Instead of just watching a match, fans want to connect with athletes as people. Documentaries, behind-the-scenes footage, and athlete-driven social content are creating new opportunities for engagement.

Tennis has embraced this shift, using everything from Instagram reels to long-form docuseries to showcase the personalities behind the sport. The result is a younger, more diverse audience drawn not just to the game, but to the stories that make it meaningful.

Alex also discussed how technology is changing how fans experience matches in real time. From augmented reality overlays to AI-powered stats, the integration of data and visuals is creating a richer, more interactive experience.

For tennis, where every serve and rally can turn the tide, these innovations give fans a deeper appreciation of the strategy and athleticism at play. Alex underscored that these tools aren’t just for hardcore fans, they’re gateways for casual viewers to become lifelong followers.

Behind every fan-facing innovation is a business strategy, and Alex pointed out that media rights remain the lifeblood of sports organizations. Tennis, like many other sports, is exploring new ways to package and sell those rights. The shift to digital platforms brings opportunities for direct-to-consumer models, global reach, and targeted advertising.

Yet, Alex cautioned, it also brings challenges: piracy, audience fragmentation, and the pressure to deliver continuous engagement in a 24/7 digital world. The key, Alex said, is experimentation, testing formats, building partnerships, and learning from fan feedback.

Alex highlighted why tennis is uniquely positioned as both global and intimate. With tournaments spanning continents and players representing dozens of countries, it speaks to a worldwide audience. At the same time, the one-on-one nature of the game makes it deeply personal, ideal for storytelling in a digital age.

As media continues to evolve, Alex explained, tennis offers a blueprint for how sports can embrace change: leaning into innovation while staying rooted in tradition, and prioritizing fan connection above all else.

Alex made one thing clear: media innovation isn’t a distant goal; it’s happening now. From grassroots marketing campaigns to multimillion-dollar streaming deals, sports are redefining what it means to connect with fans.

For Alex, the real opportunity lies in building connections that last well beyond the match. He believes that by embracing experimentation, amplifying athlete voices, and delivering digital-first experiences, sports like tennis can set the standard for all of sports media. His vision is one where fans don’t just watch, but feel like active participants in the story of the game.