Why Your Racket Sports Brand Story Isn’t Landing

PR in racket sports is more competitive than ever and most brand stories still don’t land.

More brands than ever are competing for limited media coverage, especially in a niche like racket sports where dedicated outlets are few and far between.

Not every announcement is going to earn top-tier coverage and that’s the reality brands need to plan for.

But there are ways to improve your odds.

Racket Sports Weekly sat down with Forbes contributor and freelance journalist Tim Newcomb to break down what actually makes a story stand out.

So what separates the stories that get covered from the ones that don’t?

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#1: Audience relevance beats product launches

Most brands live within a small niche and approach storytelling from that perspective. But in reality, reporters are looking for stories that resonate with a broader audience.

For Newcomb, he isn’t looking to cover something that only appeals to a narrow group of insiders. As he puts it, “it needs to move the needle for the average tennis fan.” Stories with mass appeal are far more likely to get picked up.

That means brands need to clearly explain why they matter beyond their core audience. This can be done by tying a product to a larger trend, player, or cultural moment that is paired with a timely, relevant angle.

Done well, this can significantly increase the chances of earning coverage across a wider set of media outlets.

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#2: Differentiation needs to be clear immediately

You’ve heard it before: “racket sports are booming.” And with that growth comes more competition as hundreds of brands all try to earn attention.

Journalists are scanning dozens, if not hundreds, of pitches every day. If they can’t quickly understand what makes your brand different and newsworthy, the story won’t get covered.

As Newcomb puts it, you need to lead with: “What’s different? What’s unique? Why do I care about you?”

The takeaway is simple: lead with your clearest point of differentiation. Avoid vague language like “innovative” or “first-ever,” and make your value obvious within the first sentence.

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#3: Authenticity is key

The most effective brand partnerships are rooted in authenticity.

Newcomb pointed to Sweetfin Poke’s partnership with Sam Querrey as an example. Querrey had been a longtime customer of the brand, which made the collaboration feel natural and credible.

When partnerships are authentic, storytelling becomes easier—and more compelling. It creates opportunities that go beyond a one-off marketing activation.

To ensure authenticity, brands should partner with people who genuinely use their product, build stories from real behavior rather than campaigns, and prioritize believability over scale.

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In a crowded and growing racket sports market, better products alone aren’t enough.

The brands that stand out are the ones telling stories people actually care about.