THE SCOOP: WEDNESDAY, OCTOBER 23

ATP reduction in doubles prize money, spots doesn't sit well with coach

By Matthew Cronin
tennisreporters.net

The ATP's decision to reduce prize money and draw sizes in 2003 isn't sitting well with one prominent coach, who did not wish to be identified. Suffice to say the coach has been around the game for decades and has watched as many men's doubles match as any one on tour.

"They have punched and kicked doubles so much these past few years and when doubles is laying down in the street semi-conscious and coughing up blood they say, 'Hey doubles, get up! What's wrong with you,' " the coach said. "Instead of decreasing doubles prize money, why don't they get a new sponsor and increase the prize money! There's nobody in pro tennis that can get this task done? … I have seen incredible doubles matches these past five years – stands jammed packed and people going crazy. I have seen doubles save tournaments that lost their singles seeds early.

In 2003, the ATP will reduce doubles prize money by five percent and give it to singles players and will reduce the doubles draw sizes of any ATP tournaments that has a doubles draw above the minimum 16. The balance of the draw composition will also be altered to allow for more direct acceptances in doubles competitions to be based on singles rankings. For example, in a standard 16-team draw, eight teams will be direct acceptances using a team's doubles rankings, five teams will be comprised of players using their singles or doubles rankings, and three teams will be awarded wild cards.

How many doubles players will lose jobs next year? A good bet would be 12 overall, because some draws will be reduced by four teams and others by eight.

How much will tournament directors by cutting their draws? Let's figure $7,500-$10,000 for smaller tournaments and up to $20,000 for larger ones – not an extraordinary amount when you consider that an average Tier 2 World Series event costs around $2 million to put on and that a Masters Series event might cost $6 million.

ATP SHOULD REFOCUS
The coach says that instead of figuring out way to hack at doubles, the ATP should have been focusing on:

"The ISL debacle (one of the worst things to hit pro tennis in history and so little said about it). [ISL was the European sports marketing comglomerate that signed with the ATP and then went bankrupt.]

"The fact that the players get such a low percentage of gross revenues at the Grand Slams.

"The very poor ATP ad campaign of 'New Balls'where the players are portrayed as unrecognizable and dark thugs rather than the attractive and personable young athletes that they are. The funny thing is the ad campaigns won some awards. It may have won some awards for artistic merit, but as far as selling the game to fans and big money sponsors it has been an abject failure. Are we marketing to skateboarders or to middle class Americans? The people I see in the stands at Indian Wells, Memphis, Cincy, San Jose and Scottsdale do not have tattoos and criminal records. They are upscale and dynamic people. Mercedes Benz sees this obvious demographic fact and that is why they are the primary sponsor of the tour. Does this campaign sit well with their marketing strategies. I doubt it. Ditto JP Morgan. Legg Mason. American Express. Kroger. Rolex."

The coach then takes an obvious swipe at John McEnroe of NBC, CBS, USA, the BBC, etc.

"The biggest chance that we have to 'sell'the game is the US Open and more specifically, the US Open telecasts. Our main announcer is negative and does not love the game and the players. It's all about him. He does not do his homework and does not give you the stories of the players and bring their personalities to the viewer. Our tennis emperor has no clothes. Dick Vitale is so enthusiasticand sells college basketball. John Madden is just crazy about pro football and loves the players and has his 'All Madden Team.' Vince Scully paints such beautiful pictures abou tbaseball. The late great Chick Hearn was passionate about pro basketball.The golf broadcasters drool over their microphones when doing telecasts. Bob Costas presents all sports in such a professional way. Tennis deserves an announcer like that."

RECOMMENDATIONS
The coach says the tour should be spending more time working on: