"Iga Swiatek is a big story" - WTA urged by PTPA's Vedika Anand to promote new stars in the same light as Serena Williams, Martina Navratilova

Novak Djokovic-led PTPA’s Vedika Anand recently urged the WTA to promote Iga Swiatek, Aryna Sabalenka, and other players better, in the same light as some former players who captured the imagination of fans. In an exclusive for Sportskeeda, Anand compared the current crop of WTA players to the likes of Martina Navratilova and Serena Williams in regard to their appeal.

Female tennis players have dominated the highest-earners list for decades, with Serena Williams and her sister Venus being a constant presence. In 2023, Forbes named Iga Swiatek the highest-paid female athlete of the year. In fact, eight of the top 10 and 12 of the top 20 athletes were tennis players, with Coco Gauff, Aryna Sabalenka, Emma Raducanu, Naomi Osaka, Jessica Pegula, and Zheng Qinwen, among others, making the cut.

However, when it comes to promoting their personal stories, Vedika Anand believes the WTA is missing the mark. Anand, who works as a communications coordinator for Novak Djokovic-led PTPA, said:

"It should be that the ATP and the WTA are working together to make a change, to make it better for everyone," she told Sportskeeda when asked about PTPA joining the 'Everyone Watches Women’s Sports' campaign.

She opined that just like Martina Navratilova, Serena Williams, and Venus Williams had a story, the current WTA stars, including Iga Swiatek and Aryna Sabalenka, too, have personalities that haven’t shone through due to a lack of visibility.

"Martina Navratilova had a story, Serena and Venus had a story, that’s why people watched it. Now you have to market the rest of the stories," she said.

"Iga Swiatek is a big story, but not promoted enough by the WTA," she added. "Aryna Sabalenka, an amazing personality, not promoted enough."

While Iga Swiatek, a five-time Grand Slam champion, and Aryna Sabalenka, a two-time Australian Open champion, are two players alongside Coco Gauff, Elena Rybakina, and others leading the pack, Vedika Anand also urged the governing body to consider the emerging and lesser-known ones.

"What the WTA has to do, in a nutshell, is promote the current players more and not just the top of the top. Not just the top-5, promote more of your players, because everyone will have a story for you to tell."

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"They need to start marketing women who play" – Vedika Anand on Iga Swiatek, and others carrying the torch after the likes of Venus and Serena Williams

A packed Arthur Ashe stadium pictured during Venus and Serena Williams' US Open 2022 doubles: Source: Getty

Before joining Novak Djokovic-led PTPA, Vedika Anand also worked with tennis legend Billie Jean King, widely known for her efforts in promoting women's sports.

Anand attended the 2022 US Open, which was Serena Williams’ farewell event. She recalled it wasn’t just the 23-time Grand Slam champion’s singles campaign that sparked a great deal of interest among fans—her doubles stint with sister Venus, too, generated a buzz.

"As far as we knew, Serena’s first round singles match was going to be a full house. Tickets were going crazy, we already knew that," she told Sportskeeda.

"But I actually sat for Serena & Venus’ doubles match that night, I promise you that the crowd was equally loud, equally aggressive about this," she continued.

She added that with Serena Williams retiring and Venus Williams limiting her appearances, the WTA would need to make extra efforts to fill their void.

"The interest is there, but Serena and Venus are not there anymore. Serena is retired, Venus is not playing as much as she was before. So they need to start marketing women who play. You cannot just market Serena and Venus and expect women’s tennis to keep going the way it has been in the past," Vedika Anand opined.