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The following article has been reproduced from the current issue of Tennis Week

MY VIEW: Etienne de Villiers, ATP Executive Chairman & President

When John F Kennedy spoke of “change as the law of life and those who look only to the past or present are certain to miss the future,” he could easily have been talking about tennis.

Next season will see the new-look ATP World Tour launch, with an improved calendar, underpinned by restructured tiers of tournaments, a full rebrand and unprecedented levels of marketing support. Designed to ensure our best players play in the best events, this is change on a scale never seen before in men’s tennis.

According to fans around the world it’s change that is much needed. Tennis has long been a sport that based its decision making on personal opinion and hunches, not consumer feedback. By undertaking two years of comprehensive research and by listening to the full spectrum of fans - from the dedicated , through the casual to the ‘lapsed’ - we have gathered a true picture of what fans want. That global research has shown consistently that we do a poor job at telling our story. Fans struggle to understand how the ATP Tour works and are confused by our calendar and its seemingly unrelated tournaments.

When 61% of tennis fans tell you they do not understand the sport they follow, only a fool would ignore them.

But its not just fans that tell us, the market place does too. We trail behind many sports in terms of TV coverage and revenues. In a world with ever increasing ways of filling ever decreasing amounts of leisure time one thing is clear: we will miss our future if we don’t start attracting more fans, sponsors and broadcasters into men’s tennis.

That’s why we have overhauled our structure of tournaments, to introduce three new tiers of events – Masters 1000, 500s and 250s - that are explicitly linked together and to the ranking system by virtue of their winner point’s levels. In an instant we are telling our story more coherently than ever before. Underpinned by a record breaking annual financial commitment from tournaments in excess of $100m from 2009, it’s a concept that is simple but effective; and has received positive feedback from fans through our ongoing research.

But it’s no good having a strong narrative if the principle actors don’t show. That’s why we have asked our players to accept a new commitment that will see them play eight mandatory Masters 1000 events and four 500 events a year. It’s imperative that fans know that when they attend our best events or when broadcasters agree to televise our tournaments that they will see the best players. What other sport has fans crossing fingers that their favorite stars will show?

And there’s no doubt that our players are the stars of this show. We are a sport that’s blessed with wonderful athletes, from all corners of the globe, and we must do much more to reward and support them. With reduced travel over multiple continents, no five set matches and 56 draws at Masters 1000s we will allow players to plan healthier schedules and continue to reduce withdrawals. Our new schedule also fixes existing problems. For instance the revised calendar ensures that a shortened European clay season will never happen again and with London’s spectacular O2 Arena becoming the new home of the World Tour Finals, players will no longer be asked to play an indoor European season that climaxes in China.

But it’s not enough to just ensure a healthier schedule. Our players should also be properly rewarded for their talent. That’s why we will introduce a 35% increase in prize money to players next season, as well as a multi million dollar bonus pool and a revenue sharing model to ensure players share in our sport’s growth.

We’ll ensure they have more stadia that befit their status as world class athletes and allow more fans to experience first-hand the sheer excitement and intensity of our sport. Between them, the 20 Masters 1000 and 500 tournaments have sparked $800 million of investment into new builds and upgrades - improvement at the top of men’s tennis that will raise the standard of our sport at all levels. Never before has tennis seen the construction of so many purpose built stadiums at one time. From Shanghai to Madrid, Valencia to Acapulco we are seeing a commitment to investment unprecedented in our sport’s history. Combine this with the wonderful tradition of events like Monte Carlo and Rome and we have a potent mix. Our tournaments are to be applauded for taking such confident and decisive steps for the future.

By building on our position as the world’s most global sport we will create an environment for continued investment into men’s tennis. That’s why we have developed new mini swings in Latin America and Asia. It is also why by 2011 six of our Masters 1000 events will be combined events, ensuring that we have all of the world’s best players at the sport’s best events.

All of this change will be backed by unprecedented levels of marketing support. Jointly funded by ATP and tournaments, a multi million dollar marketing fund will look to build the profile of our sport and its stars. Combined with the availability of a new and enhanced TV package comprising our 20 Masters 1000’s and 500’s events we will tell our compelling ‘road trip’ story to sports fans across the globe.

These are just some of the innovations that will encourage new fans, sponsors and broadcasters into the sport. No one likes change, but we must provide the very best product if we are to compete with other sports and entertainment. President Kennedy was fond of telling skeptical staffers that “the time to change your roof is when the sun is shining, not when it is raining.” Despite what the cynics might have you believe, tennis is on the verge of huge, positive change that I firmly believe will see this great sport of ours realize its true potential. We must not miss our future!

Etienne de Villiers is the ATP's Executive Chairman and President. This column appears in the current issue of Tennis Week Magazine.