Ashleigh Barty Ahead of Nadal and Serena as a Marketable Force in Australia, Trails Behind Roger Federer

February 23, 2021 4:00 pm

World No. 1 Ashleigh Barty competed at the Australian Open 2021 but fell short and made an exit in the quarterfinal stage. She lost to Karolina Muchova after winning the first set but faltered in the next two sets. In the previous season, the Australian player reached the semifinal of her home Grand Slam.

Although Ashleigh Barty has not tasted much success in Australia, she surpassed the likes of Rafael Nadal and Serena Williams as a marketable force in the region. Being ahead of two of the legends of the game clearly indicates her popularity level in the country. 

LONDON, ENGLAND – JULY 04: Serena Williams of USA and Rafael Nadal of Spain with their winners trophies at the Wimbledon Championships 2010 Winners Ball at the InterContinental Park Lane Hotel on July 4, 2010 in London, England. (Photo by Julian Finney/Getty Images)

The World No. 1 trails behind Roger Federer when it comes to marketability. But in the time to come, she might go past the Swiss superstar too. For a 24-year-old player to be ahead of the veterans of the game is commendable. 

Gemba Group: “Ashleigh Barty’s likeability is higher than Federer’s”

The Gemba Group has measured the ratings and popularity of these athletes with the Australian public and managing director, Andrew Condon, stated, “I think she’ll eventually surpass Federer whether she wins the Open or not. When you look behind the numbers, her likeability is higher than Federer’s, it’s just her awareness that needs to grow.”

Condon feels that Barty should have more publicity through her on-court interviews. The more she speaks about herself in front of the public eye, the better it would be for her in the long run. 

MELBOURNE, AUSTRALIA – JANUARY 30: Roger Federer of Switzerland looks on during his Men’s Singles Semifinal match against Novak Djokovic of Serbia on day eleven of the 2020 Australian Open at Melbourne Park on January 30, 2020 in Melbourne, Australia. (Photo by Daniel Pockett/Getty Images)

Condon further added“More exposure through on-court TV time, but also through other media commitments and sponsor commitments are only going to put her in front of a wider audience more often, which will see her push up that likeability metric. She’s probably going to struggle to become more liked, it’s probably about her broadening her appeal.”

Although Ashleigh’s stint at the Australian Open ended in despair, she will compete at the Adelaide International. She will be playing against Danielle Collins in the Round of 16 matches. 

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Rohan Kollare

Rohan Kollare is a tennis author for EssentiallySports. Rohan has a post-graduate diploma in Sports Management and a trophy cabinet adorned with accolades won in district and state-level tennis competitions. He has previously worked in Content Operations for Disney’s Hotstar for over a year, covering tennis and Formula One. Rohan's experience as a player gives him the ability to provide incisive analysis of any match rather than a superficial understanding. When not staunchly supporting his idol Roger Federer, Rohan likes to dive into animal welfare work, getting lost in a book or listening to some music.

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